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

HR marketing is a relatively new field in corporate practice. When 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.