Personnel Marketing of Non-profit Organizations

The bachelor's thesis elaborates on the issue of personnel marketing and its application in the practice of non-governmental non-profit organizations. The bachelor's thesis aims to analyze personnel marketing in non-governmental nonprofit organizations with a focus on recruitment and stabilization of employees. The work focuses on the basic characteristics, purpose and typology of nonprofit organizations, and describes their personnel management and marketing. Attention is paid to personnel marketing and its characteristics, development, significance and connection with the employer's brand. The application of the marketing mix to personnel management is described, as well as external and internal personnel marketing of non-governmental non-profit organizations is described, including a description of realized personnel activities and the tools used. The qualitative research, conducted in the form of semi-structured interview with respondents from non-governmental non-profit organizations aims to analyze activities and tools of personnel marketing focusing on processes of recruitment and stabilization of employees. The investigation includes an interpretation of the data obtained and a discussion describing ways of implementing personnel marketing that can be incorporated into their practice under..