IMPLEMETING NEW TRENDS NOT ONLY IN PERSONNEL COMMUNICATION WITH SCARCE PROFESSIONS ON LABOUR MARKET IN THE CONTEXT OF TECHNOLOGY INTERFERENCE .

The paper deals with the area of personnel marketing, which is being formed as an independent scientific discipline, bringing marketing approach into human resources management. Globalisation of the labour market, digitization and technology interference, growth of competition in individual sectors bring along numerous innovations in personnel marketing, which found their place in personnel corporate communication. The aim of the submitted study is to examine application of new trends in personnel communication mix by personnel officers who represent entrepreneurial subjects on the Slovak and Czech labour markets, mainly in the context of addressing professions of short supply. The object of investigation is the way of work with the professional social network LinkedIn and attitudes of human resources officers related to this tool. [ABSTRACT FROM AUTHOR]