Key Factors For Becoming An Employer Of Choice In Conditions Of The Czech Labour Market

This article deals with Employer Branding within the Czech labour market. It is not limited just to the factors of job satisfaction, but it also aims to analyse and identify the key factors involved in employer branding. It includes not only such aspects as the working environment, or anticipated salary, but a wide range of factors which determine the perception and behaviour of individuals on the labour market. These factors are appropriately described in this article, and their consequences for corporate practice are presented here. The results, and their interpretations, can be useful, especially for those organizations which operate on the labour market and are characterized by a lack of qualified workers. The research is based on the analysis of the agency data from the MML-TGI Median Company. This data source is highly accepted in targeted marketing.The research results provide a new perspective on the issues of employee recruitment, motivation and retention. These issues may be the real base for the application of Employer Branding in all its complexity within organizations operating on the Czech labour market.