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The Use of Communication Tools in Human Resources Marketing and the Role of Critical Thinking in This Process

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Uhlík M., Bednárik J., Solík M., Mináriková J.
Media Literacy and Academic Research
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2022
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vol. 5
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issue 2
259-272
EN
The study deals with the issue of using communication tools in HR marketing for effective human resource management. The aim of the study is to outline a practical view of the possibilities of application of individual communication tools that can be used by HR managers in achieving the set goal, which is to have a sufficient amount of quality and a qualified workforce. The study also aims to highlight the importance of critical thinking by employees in conjunction with recognition of their work, a tool that helps to increase employee loyalty and thus create an enterprise that has a firmer foundation in human resources. The study also emphasises the comparison of HR communication tools used before and after the Corona crisis. This comparison is a logical outcome of the situation that has arisen in the labour market. Before the outbreak of the pandemic, HR managers were faced with the question of how to deal with the shortage of quality and skilled labour and the historically low unemployment rate, as opposed to the current situation where they are faced with the problem of reducing certain job positions. We are currently witnessing a situation of declining sales, in which HR departments are having to deal with the issue of surplus labour and their subsequent redundancies. This situation gives us the opportunity to compare the different communication tools used before and after the Corona crisis. This comparison is beneficial for a better understanding of both the theoretical and methodological, but above all practical, insights into the effective use of communication tools in HR marketing in conjunction with critical thinking and recognition.
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