Ways of Human Resource Branding in Czech Agricultural Companies

• Main Authors: Hlavsa Tomáš, Urbancová H., Richter P.
• Format: Article
• Language: English
• Published: Sciendo 2015-09-01
• Series: Scientia Agriculturae Bohemica
• Subjects: human resources; czech agriculture; chi-square test; employer brand; trends; factors
• Online Access: https://doi.org/10.1515/sab-2015-0025

Current demographic and economic conditions in individual countries lead to a significant increase in competition in the labour market. Every employer from all economic sectors wants to have competent and talented human resources and the fight for such employees becomes still harder. To attract and retain the best employees, it is necessary for the companies to build up a good employer brand that may appeal to talented employees. The article provides a picture of the current situation in employer branding in the agricultural, forestry, and fishing sectors in the Czech Republic and deals with the ways of its improvement. The investigation was conducted by means of a questionnaire survey covering 108 participating companies, and the methods of analysis, synthesis, deduction, and induction. The results have shown that the majority of agricultural companies (75.9%) perceive knowledge continuity management as a trend that contributes to good employer branding. The major benefits arising from the encouragement of employer branding in agricultural companies include acquisition of new talented human resources (57.4%) and retention of key employees (56.4%).