20.500.12556/DKUM-98125 Vloga digitalnega marketinga pri privabljanju novih kadrov v podjetja The role of digital marketing in attracting new human resources to companies Osredotočili smo se na vlogo digitalnega marketinga pri privabljanju novih kadrov v podjetja. Namen je bil raziskati vlogo digitalnega marketinga pri privabljanju kadrov ter ugotoviti, kako podjetja uporabljajo digitalne kanale v zaposlovalnih procesih. Obravnavali smo področje digitalnega marketinga in kadrovskih procesov, s poudarkom na privabljanju kadrov in znamki delodajalca. V empiričnem delu je bila izvedena kvalitativna raziskava z metodo intervjuvanja. Opravljeni so bili štirje intervjuji s kadrovskimi strokovnjaki iz različnih podjetij. Rezultati so pokazali, da podjetja digitalni marketing aktivno uporabljajo predvsem preko družbenih omrežij, zaposlitvenih portalov in spletnih strani. Prednosti so večji doseg kandidatov, hitrejša komunikacija in možnost ciljnega nagovarjanja. Obenem pa so se podjetja soočala z izzivi, kot so prenasičenost digitalnega prostora, večje število prijav in preobremenjenost kadrovske službe. Ugotovljeno je bilo, da digitalni marketing prispeva k uspešnosti privabljanju, vendar ne nadomešča drugih pristopov. Njegova vloga bo v prihodnosti naraščala, kjer bo ključnega pomena prilagajanje novim tehnologijam in pričakovanjem kandidatov. We focused on the role of digital marketing in attracting new employees to organizations. The aim of the study was to examine the role of digital marketing in recruitment and to identify how companies use digital channels in hiring processes. The thesis addresses the fields of digital marketing and human resource management, with a particular emphasis on recruitment and employer branding. In the empirical part, a qualitative research approach using interviews was conducted. Four interviews were conducted with human resources professionals from different companies. The results showed that companies actively use digital marketing, mainly through social media, job portals, and company websites. The key advantages include a wider reach of candidates, faster communication, and more targeted communication. At the same time, companies face challenges such as digital saturation, a higher number of applications, and increased workload for HR departments. The findings indicate that digital marketing contributes significantly to successful recruitment but does not replace other approaches. Its importance is expected to increase in the future, with a growing need for adaptation to new technologies and changing candidate expectations. digitalni marketing privabljanje kadrov znamka delodajalca kadrovski procesi digital marketing recruitment employer brand human resource management true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2026-05-18 21:08:38 2026-07-31 09:22:30 2026-08-01 03:06:17 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 286542339 VS_Juhant_Nives_2026.pdf VS_Juhant_Nives_2026.pdf 1 3D5B5E979B820AE84AEAD30BA87F135F 3223e906dc0a2717b6f4e72d8f448cdae2911658f454378d39a2625b9f828b8a 13de52bf-5522-11f1-80bc-00155d580e34 https://dk.um.si/Dokument.php?lang=slv&id=206320 Fakulteta za organizacijske vede 0 0 0