Abstract:

Recent years have brought an extraordinary growth in the social networking phenomenon. So much so that now an increasing number of people consider social networking sites to be a key part of their daily routine. As more people have started using social networking to reach each other, businesses have joined the movement to reach consumers and potential employees using the same tool. The aim of the case study is to map and analyze marketing communication of the company Manpower with the focus on social media use. Manpower focuses on providing companies with innovative workforce solutions that help them gain competitive advantage. An important aspect of their business is connecting business clients with potential employees. Most people are connecting through social media; therefore, Manpower has adopted social media as an important marketing tool for finding suitable employees. This study deals with the use of marketing communication and social media for recruiting suitable employees and the differences in marketing campaigns between the Czech Republic and the United States.