Identifying Differences in the Application of HR Marketing Tools in Companies in the Secondary Sector – a Case Study of Mining, Construction, and Manufacturing Industries

implemented effectively and designed professionally, HR marketing
can give companies a significant competitive advantage in the labour
market. Increasingly, HR managers and executives focus on securing
high-quality and skilled employees who are integral to building a
strong brand and employer value. To date, no studies have
specifically examined HR marketing within the secondary sector,
which appears to be stagnating in economically developed countries.
This study aims to identify differences in the application of HR
marketing tools among companies operating in the secondary sector,
particularly within the mining, construction, and manufacturing
industries. The research was conducted in two stages: the first stage
involved an analysis of HR marketing practices among a sample of
215 companies operating in the Czech Republic and Slovakia. The
second stage focused on a case study of 10 companies from the
secondary sector, specifically three companies operating in the
mining, construction, and manufacturing industries. This study offers
a comparative analysis of HR marketing tool usage among companies
within the secondary sector, including those in the Czech Republic
and Slovakia. The key findings address the research questions and
hypotheses. The results indicate that companies in the secondary
sector primarily use traditional HR marketing tools such as company
websites, personnel agency services, and job portals. Mining and
manufacturing companies employ a wider range of HR marketing
tools to enhance employee loyalty than construction companies.