Research background: Marketing as a separate area of activities does not immediately occur only in the environment of companies, but is also used in the environment of non-profit organizations. Although the activities of non-profit organizations differ significantly from the activities of commercially oriented companies, even in the case of non-profit organizations, marketing activities and tools are used to improve the overall progress of non-profit organizations.
Purpose of the article: The article deals with the analysis of marketing activities and tools that are applied in the conditions of non-profit organizations. In the case of applicable marketing tools, we will also address the question of whether it is necessary to modify traditional marketing tools in the environment of non-profit organizations. The aim of the article is to analyse the most frequently applied marketing tools in the environment of non-profit organizations.
Methods: Descriptive methods as well as comparative methods are used in the analysis in order to compare them with the commercial sector. In this article, we work with the hypothesis that the application of the marketing concept will be different compared to profit-oriented marketing and we assume that marketing strategies will require a certain degree of modification.
Findings & Value added: Based on the performed analysis, we will evaluate the findings of this issue and suggest other options for the implementation of marketing tools in the environment of non-profit organizations.
Human resources are a determining factor in ensuring business prosperity. Skilled, educated and motivated employees are a source of competitive advantage for businesses and they are an active part of the business. They secure the production of goods, the provision of services, the fulfillment of objectives and the definition of strategies, how to achieve these goals. Recruiting and selecting of qualified employees is a challenging process at the time of globalization. It is particularly important for candidates to have a combination of soft skills, technical and digital know-how. The company has to deal with the issue of occupation of jobs by suitable employees and at the same time the conditions have to be created in order to maintain and stabilize employees. They must constantly strive to maintain, respectively increasing employee satisfaction. The paper deals with the issue of recruitment and selection of employees as part of the personnel policy of the company, based on the knowledge that the inefficient process of filling vacancies can negatively affect the course of other personnel activities, but also the operation of the whole company and its profitability. The paper includes an analysis of the process of filling jobs in the company. In the paper an expert interview and survey is carried out, based on which effective approaches in recruiting and selecting employees in the selected enterprise are proposed.
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