Analýza náborového marketingu firmy Elvac a.s.

Abstract

This bachelor's thesis analyses the recruitment marketing of ELVAC through the method of observation. The topic was chosen because of the possibility of combining a long-term cooperation with the company, completing a retraining course in HR and the study of marketing communication at university. The aim of the thesis is to gain a deeper understanding of the marketing activities in recruitment and to evaluate the effectiveness of the current recruitment channels through which the company seeks new employees, and to propose improvements and recommendations for future recruitment strategies. Specifically, the thesis analyses the company's career website, social networks LinkedIn and Facebook, job portals jobs.cz and prace.cz, and the Labour Office. The company's career website is analyzed using Google Analytics to determine the most visited pages and the main sources of traffic to the site. Furthermore, the advertisements that the company has ever posted on job portals are analyzed and their effectiveness is evaluated. Based on the analysis of ELVAC's recruitment process, the following hypothesis can be formulated: The effectiveness of ELVAC's recruitment marketing can be improved by tailoring the recruitment channels to the target groups of candidates. In the practical part of the thesis, two specific recruitment processes for the positions of receptionist and housekeeping, taking place in March 2023, are analyzed in detail to confirm the initial hypothesis. The analysis of the receptionist recruitment process showed that the vast majority of applicants for this position could be female and the average age of applicants could be around 45 years old. The analysis of the cleaning recruitment showed that most of the applicants for this position are women with less education and middle age. Based on the analysis, the thesis offers suggestions and recommendations for improving the recruitment marketing of the company. Some of the recommendations include improving the website, using modern technology, reaching out to candidates and making better use of social media. The findings of the thesis could help ELVAC improve its recruitment strategies and find and recruit new employees more effectively.