Effectiveness of Marketing Public Institution XY for Attracting Potential Staff and Retaining Existing Staff

Public institutions frequently face a shortage of suitable staff. The public institution ** VDC Polž** also encounters this problem. Happy and satisfied employees contribute to the reputation and positive perception of the employer. The author of the diploma thesis sought to determine which is the most effective and ** most successful marketing of institution XY for attracting potential staff**.

Problem

Public institutions frequently face a shortage of suitable staff. The public institution ** VDC Polž** also encounters this problem. Public institutions compete in the domestic and foreign markets to attract fresh and young staff into their workforce.

When employing new staff, the public sector is very limited, as the basic salary of a public employee is determined by the pay grade into which the job position or title to which the public employee is assigned or which they have acquired through advancement is classified (Act on the System of Salaries in the Public Sector, Article 9, 2009). The basic salary is determined on the basis of the classification of the title and job position into a tariff grade. Various similar organisations and institutions from abroad (**Austria ) and companies from the business sector certainly have an advantage here.

Young people today look** primarily at earnings, whilst values such as ** reciprocity, collegiality, friendship, and good relations amongst employees** are less important to them. Marketing the institution's brand can be a great advantage in attracting potential staff. A good brand makes the institution more attractive and interesting. It creates in people the desire and need to be part of the collective in that institution.

However, brand marketing is not always just about attracting the best talent, but it all begins with maintaining good and quality relations between the organisation and its employees.

Results

Happy and satisfied employees contribute to the reputation and positive perception of the employer. The author of the diploma thesis sought to determine which is the most effective and most successful marketing of institution XY for attracting potential staff. The author was interested in what methods the institution uses in attracting and retaining employees.

In her work, she conducted a survey (questionnaire) amongst prospective employees and carried out an analysis of the questionnaire amongst current employees at Varstveno delovni center Polž (VDC Polž).