Internal Personnel Marketing: A Means of Attracting and Stabilizing Expatriates in an International Company

It is not only the coronavirus crisis that has caused shortages on the labour market. The lack of workers has affected the Czech market across industries. Companies in the Czech Republic were already struggling with labour shortages before Covid-19. Companies are looking abroad for the employees they need, and are forced to use innovative approaches to attract them. The paper presents the results of quantitative research among expatriates conducted at one of the SKODA AUTO's plants that is a pillar of the Czech automotive industry. The aim of the research was to identify the degree of application of internal personnel marketing through a questionnaire survey. It further investigated why expatriate employees chose SKODA AUTO as their employer, what the source of information about a particular job there is, whether they perceive cultural differences in the workplace that may influence them, and other. Based on the research findings, the paper formulates recommendations, in theform of the 4Ps in personnel marketing, leading to the attraction and stabilization of foreign employees.