{"id":8406,"date":"2023-12-20T09:26:55","date_gmt":"2023-12-20T08:26:55","guid":{"rendered":"https:\/\/orangeacademy.cz\/clanky\/?p=8406"},"modified":"2023-12-28T00:38:33","modified_gmt":"2023-12-27T23:38:33","slug":"personalni-marketing","status":"publish","type":"post","link":"https:\/\/orangeacademy.cz\/clanky\/personalni-marketing\/","title":{"rendered":"Person\u00e1ln\u00ed marketing: Budov\u00e1n\u00ed atraktivn\u00ed zna\u010dky zam\u011bstnavatele"},"content":{"rendered":"<p><strong><b>Person\u00e1ln\u00ed marketing je n\u00e1strojem pro zv\u00fd\u0161en\u00ed konkurenceschopnosti firem na trhu pr\u00e1ce. Mnoho firem se p\u0159esunulo do online re\u017eim\u016f a stejn\u011b tak i aktivity HR.<\/b><\/strong>\u00a0Um\u011bn\u00ed zaujmout potencion\u00e1ln\u00ed kandid\u00e1ty a z\u016fstat v\u00a0mysli lid\u00ed je v\u00fdzva, kter\u00e9 \u010del\u00ed spousta spole\u010dnost\u00ed. Pro\u010d je tedy person\u00e1ln\u00ed marketing d\u016fle\u017eit\u00fd a jak\u00e9 jsou jeho v\u00fdhody?<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Obsah<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f57f9d4e730\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #666666;color:#666666\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #666666;color:#666666\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69f57f9d4e730\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/orangeacademy.cz\/clanky\/personalni-marketing\/#Co_to_je_personalni_marketing\" >Co to je person\u00e1ln\u00ed marketing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/orangeacademy.cz\/clanky\/personalni-marketing\/#Proc_je_personalni_marketing_dulezity\" >Pro\u010d je person\u00e1ln\u00ed marketing d\u016fle\u017eit\u00fd?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/orangeacademy.cz\/clanky\/personalni-marketing\/#Vyhody_ktere_s_sebou_personalni_marketing_prinasi\" >V\u00fdhody, kter\u00e9 s\u00a0sebou person\u00e1ln\u00ed marketing p\u0159in\u00e1\u0161\u00ed<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Co_to_je_personalni_marketing\"><\/span>Co to je person\u00e1ln\u00ed marketing?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Person\u00e1ln\u00ed marketing je pojem, kter\u00fd zahrnuje velk\u00e9 mno\u017estv\u00ed <strong>aktivit<\/strong>, kter\u00e9 ve spole\u010dnosti prob\u00edhaj\u00ed za \u00fa\u010delem motivace, p\u0159il\u00e1k\u00e1n\u00ed i udr\u017een\u00ed zam\u011bstnanc\u016f a <a href=\"https:\/\/orangeacademy.cz\/clanky\/mimoradne-odmeny-zamestnancum\/\" target=\"_blank\" rel=\"noopener\">talentovan\u00fdch<\/a> uchaze\u010d\u016f. Pod person\u00e1ln\u00ed marketing zahrnujeme aktivity t\u00fdkaj\u00edc\u00ed se pr\u00e1ce na <strong>zna\u010dce zam\u011bstnavatele<\/strong>, aktivity na soci\u00e1ln\u00edch s\u00edt\u00edch, celkovou reklamu spole\u010dnosti vyu\u017e\u00edvanou k n\u00e1bor\u016fm nebo \u0161kol\u00edc\u00edm program\u016fm apod.<\/p>\n<p>Person\u00e1ln\u00ed marketing, nebo t\u00e9\u017e se m\u016f\u017eete setkat s pojmem <strong>HR marketing<\/strong>, je n\u00e1stroj, kter\u00fd n\u00e1m pom\u00e1h\u00e1 vyvolat z\u00e1jem v o\u010d\u00edch ve\u0159ejnosti a potenci\u00e1ln\u00edch kandid\u00e1t\u016f. Kdy\u017e je spole\u010dnost v\u00edc vid\u011bt, snadn\u011bji se usad\u00ed v mysl\u00edch uchaze\u010d\u016f, kte\u0159\u00ed hledaj\u00ed pr\u00e1ci.<\/p>\n<p>Aby byl person\u00e1ln\u00ed marketing \u00fa\u010dinn\u00fd, m\u011bly by b\u00fdt vykon\u00e1van\u00e9 \u010dinnosti strategicky promy\u0161len\u00e9 a <strong>vhodn\u011b zve\u0159ej\u0148ovan\u00e9<\/strong>. T\u00fdm, kter\u00fd se o HR marketing star\u00e1, odpov\u00edd\u00e1 na tyto ot\u00e1zky:<\/p>\n<ul>\n<li><i><\/i><em><i>Kdo je na\u0161e c\u00edlov\u00e1 skupina?<\/i><\/em><\/li>\n<li><i><\/i><em><i>Jsou to aktivn\u00ed nebo pasivn\u00ed uchaze\u010di?<\/i><\/em><\/li>\n<li><i><\/i><em><i>Jak\u00e1 je konkurence?<\/i><\/em><\/li>\n<\/ul>\n<p>Nezapom\u00ednejme ani na <a href=\"https:\/\/orangeacademy.cz\/clanky\/trendy-pro-obsahovy-marketing\/\" target=\"_blank\" rel=\"noopener\">konzistentnost<\/a>, bez kter\u00e9 se person\u00e1ln\u00ed marketing neobejde. Pokud chcete vybudovat siln\u00e9 pov\u011bdom\u00ed o zna\u010dce a z\u016fstat zako\u0159en\u011bni v\u00a0mysl\u00edch uchaze\u010d\u016f, pot\u0159ebujete si osvojit pravidelnost a b\u00fdt d\u016fsledn\u00ed.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Proc_je_personalni_marketing_dulezity\"><\/span>Pro\u010d je person\u00e1ln\u00ed marketing d\u016fle\u017eit\u00fd?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>HR marketing je cestou k\u00a0<strong>nalezen\u00ed takov\u00fdch \u0159e\u0161en\u00ed<\/strong>, kter\u00e1 vedou k p\u0159il\u00e1k\u00e1n\u00ed a udr\u017een\u00ed kvalitn\u00edch zam\u011bstnanc\u016f. Celkov\u011b pom\u00e1h\u00e1 HR marketing s utv\u00e1\u0159en\u00edm siln\u00e9ho<a href=\"https:\/\/rekvalifikacnikurzy.cz\/clanky\/employee-engagement\" target=\"_blank\" rel=\"noopener\"> propojen\u00ed<\/a> mezi zam\u011bstnanci a spole\u010dnost\u00ed. D\u00edky propojen\u00ed a anga\u017eovanosti jednotlivc\u016f se zv\u00fd\u0161\u00ed <strong>motivace t\u00fdm\u016f<\/strong> a lid\u00e9 budou pracovat naplno. Pr\u00e1ce va\u0161e zam\u011bstnance bude bavit a napl\u0148ovat a spole\u010dn\u011b m\u016f\u017eete splnit c\u00edle, kter\u00e9 jsou nastaveny pro jednotlivce i celou spole\u010dnost.<\/p>\n<blockquote><p>Snad ka\u017ed\u00e1 firma v\u00a0dne\u0161n\u00ed dob\u011b \u010del\u00ed konkurenci a <strong>propracovan\u00fd<\/strong> person\u00e1ln\u00ed marketing s t\u00edm m\u016f\u017ee pomoci a dov\u00e9st firmu \u00fasp\u011b\u0161n\u011b do c\u00edle, kter\u00fd si nastavila.<\/p><\/blockquote>\n<h2><span class=\"ez-toc-section\" id=\"Vyhody_ktere_s_sebou_personalni_marketing_prinasi\"><\/span>V\u00fdhody, kter\u00e9 s\u00a0sebou person\u00e1ln\u00ed marketing p\u0159in\u00e1\u0161\u00ed<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Pokud chcete ve spole\u010dnosti <strong>zlep\u0161it n\u00e1borovou strategii<\/strong> a udr\u017eet si talentovan\u00e9 zam\u011bstnance, kte\u0159\u00ed jsou motivovan\u00ed, zapracujte na person\u00e1ln\u00edm marketingu. Takto vytvo\u0159en\u00fd obsah v\u00e1m pom\u016f\u017ee<strong> dos\u00e1hnout<\/strong> zadan\u00fdch c\u00edl\u016f. Sami se zamyslete, kdy\u017e si proj\u00ed\u017ed\u00edte soci\u00e1ln\u00ed s\u00edt\u011b, co v\u00e1s na ostatn\u00edch firm\u00e1ch zaujme? Stejn\u011b funguj\u00ed mozky ostatn\u00edch lid\u00ed, a proto se poj\u010fme pod\u00edvat na v\u00fdhody person\u00e1ln\u00edho marketingu.<\/p>\n<h3>1.) Zaujmete ty nejlep\u0161\u00ed na trhu<\/h3>\n<p>P\u0159il\u00e1kat do sv\u00e9 spole\u010dnosti opravdov\u00e9 <a href=\"https:\/\/orangeacademy.cz\/clanky\/naborove-strategie\/\" target=\"_blank\" rel=\"noopener\">talenty<\/a>, kte\u0159\u00ed se cht\u011bj\u00ed rozv\u00edjet a jsou anga\u017eovan\u00ed, je kolikr\u00e1t o\u0159\u00ed\u0161ek. Person\u00e1ln\u00ed marketing v\u0161ak pom\u00e1h\u00e1 <strong>c\u00edlit na pocity<\/strong>, hodnoty a celkov\u00e9 nastaven\u00ed jednotliv\u00fdch kandid\u00e1t\u016f a d\u00edky tomu zjist\u00edme, jestli se dan\u00fd talent do spole\u010dnosti hod\u00ed.<\/p>\n<p>Zve\u0159ej\u0148ov\u00e1n\u00edm<strong> relevantn\u00edho obsahu<\/strong> poskytujete transparentn\u00ed pohled dovnit\u0159 spole\u010dnosti. A tak maj\u00ed uchaze\u010di, a\u0165 u\u017e hledaj\u00ed aktivn\u011b nebo pasivn\u011b, mo\u017enost vid\u011bt, jak to ve spole\u010dnosti chod\u00ed a jak se do <strong>\u017eivota<\/strong> firmy propisuj\u00ed hodnoty, kter\u00e9 hl\u00e1s\u00e1 na sv\u00fdch webov\u00fdch str\u00e1nk\u00e1ch.<\/p>\n<h3>2.) Sn\u00ed\u017e\u00ed se fluktuace<\/h3>\n<p>Vysok\u00e1 m\u00edra <a href=\"https:\/\/orangeacademy.cz\/clanky\/fluktuace-zamestnancu\/\" target=\"_blank\" rel=\"noopener\">fluktuace<\/a>\u00a0je p\u0159ek\u00e1\u017ekou stoj\u00edc\u00ed v \u00fasp\u011bchu spole\u010dnost\u00ed. Ud\u011blejte tedy co nejv\u00edce pro to, aby u v\u00e1s cht\u011bli zam\u011bstnanci pracovat.<\/p>\n<p>Proto u\u017e uchaze\u010de o <strong>zam\u011bstn\u00e1n\u00ed<\/strong> p\u0159ipravte na to, co ho ve spole\u010dnosti \u010dek\u00e1, jak se bude vyv\u00edjet jeho pracovn\u00ed \u017eivot a jak\u00e9 jsou jeho mo\u017enosti. S\u00a0t\u00edm v\u0161\u00edm <strong>pom\u00e1h\u00e1<\/strong> pr\u00e1v\u011b person\u00e1ln\u00ed marketing a obsah, kter\u00fd na jeho z\u00e1klad\u011b vytvo\u0159\u00edte a zve\u0159ejn\u00edte.<\/p>\n<p>Kvalitn\u00ed obsah p\u016fsob\u00ed na lidi dlouhodob\u011b, proto je d\u016fle\u017eit\u00e9 <strong>promyslet obsahovou strategii<\/strong> a nav\u00e1zat j\u00ed na strategii spole\u010dnosti a celkov\u00fd \u017eivot organizace. Sd\u00edlejte r\u016fzn\u00e9 post\u0159ehy, obs\u00e1hlej\u0161\u00ed zpr\u00e1vy, <a href=\"https:\/\/orangeacademy.cz\/clanky\/efektivni-komunikace\/\" target=\"_blank\" rel=\"noopener\">komunikujte<\/a> s\u00a0lidmi venku pomoc\u00ed soci\u00e1ln\u00edch s\u00edt\u00ed. Na z\u00e1klad\u011b takov\u00e9ho obsahu si pak budou kandid\u00e1ti v\u011bdomi, co je ve spole\u010dnosti \u010dek\u00e1 a mohou si tak<strong> ujasnit<\/strong>, jestli va\u0161e firma je pr\u00e1v\u011b ta, ve kter\u00e9 cht\u011bj\u00ed pracovat.<\/p>\n<h3 style=\"text-align: center;\"><span class='mb-center maxbutton-2-center'><span class='maxbutton-2-container mb-container'><a class=\"maxbutton-2 maxbutton maxbutton-kurz-marketingu\" target=\"_blank\" title=\"Kurz marketingu\" rel=\"noopener\" href=\"https:\/\/orangeacademy.cz\/kurzy-marketingu\/rekvalifikacni-kurz-online-marketing\/\"><span class='mb-text'>Studujte kurz marketingu<\/span><\/a><\/span><\/span><\/h3>\n<h3>3.) Buduje d\u016fv\u011bru<\/h3>\n<p>D\u016fv\u011b\u0159uj\u00ed va\u0161i zam\u011bstnanci HR? Buduje va\u0161e spole\u010dnost <strong>d\u016fv\u011bru<\/strong>? Probl\u00e9my s\u00a0d\u016fv\u011brou v\u00a0HR mohou b\u00fdt roz\u0161\u00ed\u0159en\u011bj\u0161\u00ed, ne\u017e si sami mysl\u00edte. Person\u00e1ln\u00ed marketing v\u00e1m v\u0161ak s\u00a0budov\u00e1n\u00edm d\u016fv\u011bry pom\u00e1h\u00e1. Jde toti\u017e o to, \u017ee pom\u00e1h\u00e1 s\u00a0<strong>transparentnost\u00ed<\/strong> a ob\u010das je transparentnost vz\u00e1cn\u00fdm jevem.<\/p>\n<p>Neodpojujte HR od ostatn\u00edch t\u00fdm\u016f, vyu\u017e\u00edvejte zku\u0161enost\u00ed jednotlivc\u016f k\u00a0tvorb\u011b obsahu a bu\u010fte up\u0159\u00edmn\u00ed k\u00a0<strong>zam\u011bstnanc\u016fm<\/strong> i mo\u017en\u00fdm nov\u00fdm talent\u016fm. Aby se zv\u00fd\u0161ila d\u016fv\u011bra nap\u0159\u00ed\u010d spole\u010dnost\u00ed, m\u016f\u017eete vyu\u017e\u00edt nap\u0159\u00edklad <strong>t\u00fddenn\u00ed newslettery<\/strong>, kter\u00e9 p\u0159istanou zam\u011bstnanc\u016fm v\u00a0emailu ka\u017ed\u00fd p\u00e1tek dopoledne. Person\u00e1ln\u00ed marketing nen\u00ed jen n\u00e1strojem pro zaujet\u00ed lid\u00ed venku, ale <strong>stmelov\u00e1n\u00ed zam\u011bstnanc\u016f<\/strong> nap\u0159\u00ed\u010d celou spole\u010dnost\u00ed.<\/p>\n<h3>4.) Z\u00edsk\u00e1te finan\u010dn\u00ed v\u00fdhody<\/h3>\n<p>Kdy\u017e person\u00e1ln\u00ed marketing pom\u00e1h\u00e1 <strong>udr\u017eet talentovan\u00e9 lidi<\/strong> ve spole\u010dnosti a z\u00e1rove\u0148 p\u0159il\u00e1k\u00e1 talenty nov\u00e9, znamen\u00e1 to \u00faspory pro celou firmu. Nemus\u00edte toti\u017e vynalo\u017eit spoustu <a href=\"https:\/\/orangeacademy.cz\/clanky\/budovani-financni-gramotnosti\/\" target=\"_blank\" rel=\"noopener\">finan\u010dn\u00edch<\/a> prost\u0159edk\u016f pro n\u00e1borov\u00e9 kampan\u011b, ani na zau\u010dov\u00e1n\u00ed neust\u00e1le nov\u00fdch koleg\u016f.<\/p>\n<p>Pokud efektivn\u011b <strong>zanalyzujete pracovn\u00ed pozici<\/strong> a vyu\u017eijete v\u00fdhod person\u00e1ln\u00edho marketingu, najdete kandid\u00e1ty, kte\u0159\u00ed ve spole\u010dnosti vydr\u017e\u00ed a posunou ji zase o n\u011bco d\u00e1l.<\/p>\n<p>Na z\u00e1klad\u011b v\u00fd\u0161e uveden\u00e9ho je vid\u011bt, jak <strong>d\u016fle\u017eitou roli<\/strong> hraje ve spole\u010dnosti pr\u00e1v\u011b person\u00e1ln\u00ed marketing. Za\u010dn\u011bte tedy s t\u00edmto procesem a z\u016fsta\u0148te konzistentn\u00ed, to je toti\u017e opravdu d\u016fle\u017eit\u00e9. Tvorba obsahu je \u010dasov\u011b n\u00e1ro\u010dn\u00e1, ale z <strong>dlouhodob\u00e9ho<\/strong> hlediska se v\u0161echna pr\u00e1ce vyplat\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Person\u00e1ln\u00ed marketing je n\u00e1strojem pro zv\u00fd\u0161en\u00ed konkurenceschopnosti firem na trhu pr\u00e1ce. Mnoho firem se p\u0159esunulo do online re\u017eim\u016f a stejn\u011b tak i aktivity HR.\u00a0Um\u011bn\u00ed zaujmout potencion\u00e1ln\u00ed kandid\u00e1ty a z\u016fstat v\u00a0mysli lid\u00ed je v\u00fdzva, kter\u00e9 \u010del\u00ed spousta spole\u010dnost\u00ed. Pro\u010d je tedy person\u00e1ln\u00ed marketing d\u016fle\u017eit\u00fd a jak\u00e9 jsou jeho v\u00fdhody? Co to je person\u00e1ln\u00ed marketing? Person\u00e1ln\u00ed marketing [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":4943,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[56,20,9],"tags":[35,65,49,46],"class_list":["post-8406","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-personalistika","category-prace-a-kariera","category-vzdelavani","tag-kariera","tag-marketing","tag-osobni-rozvoj","tag-prace"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Person\u00e1ln\u00ed marketing: Budov\u00e1n\u00ed atraktivn\u00ed zna\u010dky zam\u011bstnavatele<\/title>\n<meta name=\"description\" content=\"Person\u00e1ln\u00ed marketing je n\u00e1strojem pro zv\u00fd\u0161en\u00ed konkurenceschopnosti firem na trhu pr\u00e1ce. 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