{"id":40831,"date":"2025-04-22T20:06:09","date_gmt":"2025-04-22T18:06:09","guid":{"rendered":"https:\/\/www.sloneek.com\/?post_type=blog&#038;p=40831"},"modified":"2026-08-13T11:03:13","modified_gmt":"2026-08-13T09:03:13","slug":"budovani-znacky-a-reputace-zamestnavatele-1","status":"publish","type":"blog","link":"https:\/\/www.sloneek.com\/cs\/blog\/budovani-znacky-a-reputace-zamestnavatele-1\/","title":{"rendered":"Budov\u00e1n\u00ed zna\u010dky zam\u011bstnavatele #1: Strategick\u00fd r\u00e1mec zna\u010dky zam\u011bstnavatele"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>V dne\u0161n\u00ed dob\u011b u\u017e nesta\u010d\u00ed m\u00edt skv\u011bl\u00fd produkt nebo slu\u017ebu. Skute\u010dn\u00fdm rozli\u0161uj\u00edc\u00edm prvkem se st\u00e1v\u00e1 siln\u00e1 zna\u010dka zam\u011bstnavatele a autentick\u00e1 firemn\u00ed reputace. Tento e-book v\u00e1s provede procesem budov\u00e1n\u00ed zna\u010dky zam\u011bstnavatele se zam\u011b\u0159en\u00edm na autenticitu, konzistenci a propojen\u00ed intern\u00ed a extern\u00ed komunikace.&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span>Tato pot\u0159eba siln\u00e9 zna\u010dky zam\u011bstnavatele je je\u0161t\u011b nal\u00e9hav\u011bj\u0161\u00ed v digit\u00e1ln\u00ed \u00e9\u0159e, kdy informace proud\u00ed rychleji ne\u017e kdykoliv p\u0159edt\u00edm. U\u017e d\u00e1vno nesta\u010d\u00ed jen komunikovat svou nab\u00eddku pr\u00e1ce \u2013 vznik\u00e1 komplexn\u00ed digit\u00e1ln\u00ed ekosyst\u00e9m, ve kter\u00e9m kandid\u00e1ti i zam\u011bstnanci o\u010dek\u00e1vaj\u00ed skute\u010dn\u00fd soulad mezi t\u00edm, co firma deklaruje navenek, a jakou realitu vytv\u00e1\u0159\u00ed uvnit\u0159. Soci\u00e1ln\u00ed s\u00edt\u011b, recenzn\u00ed platformy a osobn\u00ed doporu\u010den\u00ed dnes formuj\u00ed vn\u00edm\u00e1n\u00ed va\u0161\u00ed firmy jako zam\u011bstnavatele daleko v\u00edce ne\u017e d\u0159\u00edve. \u201eKorpor\u00e1tn\u00ed newspeak\u201c jednodu\u0161e nefunguje.<\/span><span>&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span>Podle studie spole\u010dnosti LinkedIn z roku 2023 maj\u00ed firmy se silnou zna\u010dkou zam\u011bstnavatele o 28 % ni\u017e\u0161\u00ed fluktuaci, o 50 % ni\u017e\u0161\u00ed n\u00e1klady na n\u00e1bor a p\u0159itahuj\u00ed o 50% v\u00edce kvalifikovan\u00fdch kandid\u00e1t\u016f. Pr\u016fzkum PwC Global Workforce Hopes and Fears Survey 2024 nav\u00edc ukazuje, \u017ee a\u017e 76 % talentovan\u00fdch profesion\u00e1l\u016f zva\u017euje hodnoty a kulturu potenci\u00e1ln\u00edho zam\u011bstnavatele je\u0161t\u011b p\u0159ed zasl\u00e1n\u00edm \u017eivotopisu.<\/span><span>&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span>Proto pot\u0159ebujete strategick\u00fd p\u0159\u00edstup k tomu, jak prezentujete svou firemn\u00ed kulturu, hodnoty a p\u0159\u00edle\u017eitosti. Jen tak dok\u00e1\u017eete p\u0159il\u00e1kat a udr\u017eet ty spr\u00e1vn\u00e9 talenty v dob\u011b, kdy je konkurence na trhu pr\u00e1ce intenzivn\u011bj\u0161\u00ed ne\u017e kdy d\u0159\u00edve.<\/span><\/p>\n\n\n\n<h2 id=\"nez-zacneme\" class=\"wp-block-heading\"><span><b>Ne\u017e za\u010dneme\u2026<\/b><br>\n<\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><b>HR marketing<\/b><span> a <\/span><b>Employer branding<\/b><span> (budov\u00e1n\u00ed zna\u010dky) jsou \u010dasto zam\u011b\u0148ovan\u00e9 pojmy, kter\u00e9 spolu souvis\u00ed, ale p\u0159edstavuj\u00ed odli\u0161n\u00e9 koncepty.<\/span><span>&nbsp;<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>HR marketing<\/b><span> je \u0161ir\u0161\u00ed pojem zahrnuj\u00edc\u00ed vyu\u017eit\u00ed marketingov\u00fdch n\u00e1stroj\u016f a technik v oblasti lidsk\u00fdch zdroj\u016f. Zahrnuje v\u0161echny marketingov\u00e9 aktivity souvisej\u00edc\u00ed s n\u00e1borem, intern\u00ed komunikac\u00ed a \u0159\u00edzen\u00edm vztah\u016f se zam\u011bstnanci. Jde o praktick\u00e9 vyu\u017eit\u00ed marketingov\u00fdch kan\u00e1l\u016f (soci\u00e1ln\u00ed s\u00edt\u011b, e-mail, obsahov\u00fd marketing) a strategi\u00ed pro dosa\u017een\u00ed HR c\u00edl\u016f.<\/span><span>\u00a0<\/span><\/li>\n\n\n\n<li><b>Employer branding<\/b><span> je konkr\u00e9tn\u011bji zam\u011b\u0159en na budov\u00e1n\u00ed a \u0159\u00edzen\u00ed zna\u010dky zam\u011bstnavatele - tedy celkov\u00e9ho dojmu, kter\u00fd si lid\u00e9 odn\u00e1\u0161ej\u00ed o va\u0161\u00ed firm\u011b jako m\u00edst\u011b pro pr\u00e1ci. Je to dlouhodob\u00fd strategick\u00fd proces vytv\u00e1\u0159en\u00ed identity zam\u011bstnavatele, kter\u00fd za\u010d\u00edn\u00e1 u firemn\u00edch hodnot a kultury a projevuje se v ka\u017ed\u00e9m kontaktu s kandid\u00e1ty i zam\u011bstnanci.<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><b>Vztah obou pojm\u016f<\/b><b><br>\n<\/b><span>HR marketing je soubor n\u00e1stroj\u016f a aktivit, kter\u00e9 pom\u00e1haj\u00ed budovat employer brand. Employer branding je strategick\u00fd c\u00edl, zat\u00edmco HR marketing p\u0159edstavuje taktick\u00e9 prost\u0159edky k jeho dosa\u017een\u00ed.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span>\ud83d\udc40<\/span><br>\n<span>V praxi nej\u00fasp\u011b\u0161n\u011bj\u0161\u00ed firmy <\/span><b>integruj\u00ed oba p\u0159\u00edstupy<\/b><span> - <\/span><b>maj\u00ed jasnou strategii zna\u010dky zam\u011bstnavatele a vyu\u017e\u00edvaj\u00ed r\u016fzn\u00e9 marketingov\u00e9 n\u00e1stroje k jej\u00edmu pos\u00edlen\u00ed jak navenek, tak uvnit\u0159 organizace. <\/b><span>A jednozna\u010dn\u011b jde o<\/span><b> sd\u00edlenou odpov\u011bdnost HR (people) odd\u011blen\u00ed a odd\u011blen\u00ed firemn\u00edch vztah\u016f \u010di komunikace \/ public relations, <\/b>respektive<b> tak\u00e9 marketingov\u00e9ho odd\u011blen\u00ed. Ov\u0161em hlavn\u00edm nositelem je samoz\u0159ejm\u011b hlava organizace \u2013 CEO.&nbsp;<\/b><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><\/h2>\n\n\n\n<h2 id=\"strategicky-ramec-znacky-zamestnavatele\" class=\"wp-block-heading\"><b>Strategick\u00fd r\u00e1mec zna\u010dky zam\u011bstnavatele<\/b><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span>Budov\u00e1n\u00ed zna\u010dky zam\u011bstnavatele<\/span><b> nen\u00ed jen marketingovou aktivitou<\/b><span>. Je to <\/span><b>strategick\u00fd proces, kter\u00fd propojuje firemn\u00ed hodnoty, kulturu a obchodn\u00ed c\u00edle s t\u00edm, jak v\u00e1s vn\u00edmaj\u00ed zam\u011bstnanci, kandid\u00e1ti i \u0161ir\u0161\u00ed ve\u0159ejnost.<\/b><span> V j\u00e1dru tohoto procesu stoj\u00ed autenticita \u2013 soulad mezi t\u00edm, co deklarujete navenek, a realitou uvnit\u0159 organizace. Tento soulad je kritick\u00fd, proto\u017ee kandid\u00e1ti i zam\u011bstnanci dnes aktivn\u011b prov\u011b\u0159uj\u00ed, zda firemn\u00ed sliby odpov\u00eddaj\u00ed realit\u011b.<\/span><span>&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span>Zna\u010dka zam\u011bstnavatele vznik\u00e1 na pr\u016fse\u010d\u00edku firemn\u00ed kultury, zam\u011bstnaneck\u00e9 zku\u0161enosti, intern\u00ed a extern\u00ed komunikace a \u0159\u00edzen\u00ed talent\u016f. Nej\u00fasp\u011b\u0161n\u011bj\u0161\u00ed organizace ch\u00e1pou, \u017ee siln\u00e1 zna\u010dka zam\u011bstnavatele vych\u00e1z\u00ed zevnit\u0159 \u2013 od spokojen\u00fdch a anga\u017eovan\u00fdch zam\u011bstnanc\u016f, kte\u0159\u00ed se st\u00e1vaj\u00ed p\u0159irozen\u00fdmi ambasadory. Veden\u00ed firmy zde hraje kl\u00ed\u010dovou roli: mus\u00ed nejen deklarovat hodnoty, ale tak\u00e9 aktivn\u011b \u017e\u00edt a prom\u00edtat je do ka\u017edodenn\u00ed praxe.<\/span><\/p>\n\n\n\n<h3 id=\"employer-value-proposition-evp-jako-srdce-znacky\" class=\"wp-block-heading\"><b>Employer Value Proposition (EVP) jako srdce zna\u010dky<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span>Employer Value Proposition (EVP) tvo\u0159\u00ed z\u00e1klad va\u0161\u00ed zna\u010dky zam\u011bstnavatele. Jde o unik\u00e1tn\u00ed soubor hodnot, benefit\u016f a p\u0159\u00edle\u017eitost\u00ed, kter\u00e9 nab\u00edz\u00edte sv\u00fdm zam\u011bstnanc\u016fm v\u00fdm\u011bnou za jejich schopnosti, talent a nasazen\u00ed. Efektivn\u00ed EVP mus\u00ed b\u00fdt autentick\u00e9, relevantn\u00ed pro va\u0161e c\u00edlov\u00e9 skupiny a odli\u0161n\u00e9 od konkurence.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span>Podrobn\u011b zahrnuje:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Hodnoty a vize<\/b><span>: Smysl pr\u00e1ce, etika, p\u0159\u00edstup k inovac\u00edm nebo udr\u017eitelnosti.<\/span><\/li>\n\n\n\n<li><b>Benefity:<\/b><span> Finan\u010dn\u00ed odm\u011bny, wellness programy, flexibilitu nebo vzd\u011bl\u00e1v\u00e1n\u00ed.<\/span><\/li>\n\n\n\n<li><b>Rozvojov\u00e9 p\u0159\u00edle\u017eitosti:<\/b><span> Kari\u00e9rn\u00ed r\u016fst, mentoring, workshopy nebo mezin\u00e1rodn\u00ed projekty.<\/span><\/li>\n\n\n\n<li><b>Pracovn\u00ed prost\u0159ed\u00ed:<\/b><span> Kultura, vztahy v t\u00fdmech, autonomie nebo technick\u00e9 vybaven\u00ed.<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span><strong>EVP by m\u011bl b\u00fdt \u017eiv\u00fd dokument<\/strong>, kter\u00fd se pravideln\u011b aktualizuje podle pot\u0159eb zam\u011bstnanc\u016f a trend\u016f na trhu.&nbsp;<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><a href=\"https:\/\/www.sloneek.com\/cs\/trial\/\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"453\" src=\"https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa.webp\" alt=\"U\u0161et\u0159\u00edte 20 hodin t\u00fddn\u011b\u2028na HR procesech a operativ\u011b.\" class=\"wp-image-38389\" srcset=\"https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa.webp 1200w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-300x113.webp 300w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-1024x387.webp 1024w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-768x290.webp 768w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-119x45.webp 119w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-98x37.webp 98w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-576x217.webp 576w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-1040x393.webp 1040w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-200x76.webp 200w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-20x8.webp 20w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-30x11.webp 30w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-45x17.webp 45w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-65x25.webp 65w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-68x26.webp 68w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-240x91.webp 240w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-270x102.webp 270w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-180x68.webp 180w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-437x165.webp 437w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-63x24.webp 63w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-61x23.webp 61w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-400x151.webp 400w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-810x306.webp 810w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-690x260.webp 690w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-84x32.webp 84w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-1000x378.webp 1000w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-500x189.webp 500w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-800x302.webp 800w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/a><\/figure>\n\n\n\n<h3 id=\"meritelne-prinosy-silne-znacky\" class=\"wp-block-heading\"><b>M\u011b\u0159iteln\u00e9 p\u0159\u00ednosy siln\u00e9 zna\u010dky<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span>P\u0159\u00ednosy siln\u00e9 zna\u010dky zam\u011bstnavatele jsou konkr\u00e9tn\u00ed a kvantifikovateln\u00e9. Studie spole\u010dnosti <a href=\"https:\/\/www.sloneek.com\/cs\/slovnik-pojmu\/linkedin-co-to-je\/\">LinkedIn<\/a> (2023) ukazuj\u00ed, \u017ee firmy s dob\u0159e budovanou zna\u010dkou maj\u00ed:<\/span><span>&nbsp;<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>O 28 % ni\u017e\u0161\u00ed fluktuaci:<\/b><span> Spokojen\u011bj\u0161\u00ed zam\u011bstnanci z\u016fst\u00e1vaj\u00ed d\u00e9le, co\u017e sni\u017euje n\u00e1klady na <a href=\"https:\/\/www.sloneek.com\/cs\/slovnik-pojmu\/nabor-zamestnancu\/\">n\u00e1bor<\/a>.<\/span><\/li>\n\n\n\n<li><b>O 50 % ni\u017e\u0161\u00ed n\u00e1klady na n\u00e1bor:<\/b><span> Siln\u00fd EVP p\u0159itahuje kvalifikovan\u00e9 kandid\u00e1ty, kte\u0159\u00ed aktivn\u011b hledaj\u00ed firmu, nikoli naopak.<\/span><\/li>\n\n\n\n<li><b>O 50 % v\u00edce kvalifikovan\u00fdch kandid\u00e1t\u016f<\/b><span>: Autentick\u00e9 p\u0159\u00edb\u011bhy a transparentn\u00ed komunikace zvy\u0161uj\u00ed loajalitu talent\u016f.<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span>Dal\u0161\u00ed data dokl\u00e1daj\u00ed ekonomick\u00fd dopad:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Zkr\u00e1cen\u00e9 time to hire<\/b><span>: Rychlej\u0161\u00ed obsazen\u00ed pozic d\u00edky vy\u0161\u0161\u00edmu z\u00e1jmu kvalifikovan\u00fdch uchaze\u010d\u016f.<\/span><\/li>\n\n\n\n<li><b>Vy\u0161\u0161\u00ed produktivita: <\/b><span>Zam\u011bstnanci, kte\u0159\u00ed c\u00edt\u00ed soun\u00e1le\u017eitost s firmou, pracuj\u00ed efektivn\u011bji.<\/span><\/li>\n\n\n\n<li><b>Pos\u00edlen\u00ed konkuren\u010dn\u00ed v\u00fdhody:<\/b><span> Siln\u00e1 zna\u010dka zam\u011bstnavatele se st\u00e1v\u00e1 diferenci\u00e1torem na trhu pr\u00e1ce.<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span>Tato m\u011b\u0159itelnost je kl\u00ed\u010dov\u00e1 pro p\u0159esv\u011bd\u010den\u00ed veden\u00ed o strategick\u00e9 hodnot\u011b zna\u010dky. Firmy jako Microsoft nebo Salesforce systematicky sleduj\u00ed metriky jako retention rate nebo eNPS (Employee Net Promoter Score), aby mohly EVP neust\u00e1le vylep\u0161ovat.<\/span><br>\n<strong><span>\ud83d\udca1TIP<br>\n<\/span><\/strong><span><strong>Bez m\u011b\u0159en\u00ed se jednodu\u0161e neobejdete<\/strong>. Pokud nev\u00edte kde, jak a pro\u010d za\u010d\u00edt, zkuste se pod\u00edvat na n\u00e1\u0161 velmi podrobn\u00fd ebook v\u011bnovan\u00fd pr\u00e1v\u011b analytice v HR.<\/span><br>\nV dal\u0161\u00edm d\u00edle se pod\u00edv\u00e1me na porozum\u011bn\u00ed c\u00edlov\u00fdm skupin\u00e1m.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tento seri\u00e1l vznik\u00e1 za laskav\u00e9 spolupr\u00e1ce s <a href=\"https:\/\/www.prklub.cz\/\">Asociac\u00ed strategick\u00e9 komunikace a vztah\u016f s ve\u0159ejnost\u00ed.<\/a><\/p>\n","protected":false},"featured_media":42362,"template":"","meta":{"_acf_changed":false,"_acf":"","inline_featured_image":false,"footnotes":""},"class_list":["post-40831","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_categories-tipy-a-triky"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v28.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Budov\u00e1n\u00ed zna\u010dky a reputace zam\u011bstnavatele #1 | Sloneek<\/title>\n<meta name=\"description\" content=\"Zna\u010dka zam\u011bstnavatele ???? je kl\u00ed\u010dem k n\u00e1boru i retenci talent\u016f. 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