Vloga digitalnega marketinga pri privabljanju novih kadrov v podjetja

Juhant, Nives

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Title:	Vloga digitalnega marketinga pri privabljanju novih kadrov v podjetja
Authors:	ID Juhant, Nives (Author) ID Marič, Miha (Mentor) More about this mentor...
Files:	VS_Juhant_Nives_2026.pdf (964,36 KB) MD5: 3D5B5E979B820AE84AEAD30BA87F135F
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	FOV - Faculty of Organizational Sciences in Kranj
Abstract:	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.
Keywords:	digitalni marketing, privabljanje kadrov, znamka delodajalca, kadrovski procesi
Place of publishing:	Maribor
Year of publishing:	2026
PID:	20.500.12556/DKUM-98125
COBISS.SI-ID:	286542339
Publication date in DKUM:	31.07.2026
Views:	114
Downloads:	5
Metadata:
Categories:	FOV
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	18.05.2026

Secondary language

Language:	English
Title:	The role of digital marketing in attracting new human resources to companies
Abstract:	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.
Keywords:	digital marketing, recruitment, employer brand, human resource management

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