Personal Marketing - Assumptions and Experience of Polish Companies

Human resources are every company’s greatest asset. Organizations that want to meet challenges o f today need to implement Human Resources Management Strategy along their Corporate Business one. In the literature one considers two management concept: hard and soft. Unlike the hard one, soft concept is based on human element as being central to the whole o f the management process. One of the soft solutions is a use of personnel marketing, considering perception o f an employee as a customer. Benefits are exchanged between an employer and an employee. In Polish enterprises, not always is this relationship widely understood - recruitment, reduction or motivation practices from the article are a proof of that. Results of empirical studies from 1998-2000 are another example on the subject of personnel policy in Polish companiesZadanie pt. „Digitalizacja i udostępnienie w Cyfrowym Repozytorium Uniwersytetu Łódzkiego kolekcji czasopism naukowych wydawanych przez Uniwersytet Łódzki” nr 885/P-DUN/2014 zostało dofinansowane ze środków MNiSW w ramach działalności upowszechniającej nauk