The article deals with the attitude of HR specialists to current HR trends. It addresses the question of building an employer's brand as a competitive advantage in the labor market. Companies have begun or are slowly starting to deal with the Employer Branding concept. They do not want to leave anything to chance and want to manage their business with a long-term perspective. With a long-term perspective which helps firms to promote themselves on the external labor market in front of potential candidates and on the internal labor market in front of their own employees. This promotion must be able to address, attract, retain and motivate talented and qualified employees and ensure the engagement of their own employees. It is and will be a major challenge in recent years. Employer brand should serve as a useful organizational framework for strategic human resources management. For the purpose of these findings, an online survey is conducted every year, involving HR specialists. Research was conducted in 2014, 2015, 2016, 2017 and 2018. The analyzes of individual years were evaluated and the results are compared on a year-to-year basis. The results show four main recommendations for companies operating in the Czech Republic. This paper is a part of a research – project IGA (Internal Grant Agency) No. PEF_DP_2018004, Department of Management, FBE, MENDELU in Brno.
Keywords: HR Marketing, Employer Branding, Czech Republic, HR specialists, Research of HR Marketing Trends, HR department, Employee, Employer, Personnel Marketing, Personnel Economics.