International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 – 6421 (Print), ISSN 0976 – 643X (Online), Volume 4, Issue 1, January - April (2013) 59 EVALUATION OF FACTORS INFLUENCING HUMAN RESOURCE BRANDING IN THE CZECH REPUBLIC AND THE SLOVAK REPUBLIC Martina Königová and Hana Urbancová Department of Management, Faculty of Economy and Management Czech University of Life Sciences Prague, 165 21 Prague, Czech Republic, EU ABSTRACT The aim of every organisation is to get and keep quality employees, which is a precondition of success in the current turbulent environment. Properly applied Human Resource Branding may help recruit high-quality employees. It is necessary to realise that not only will employer branding attract motivated applicants, but it will also improve the perception of the organisation on the part of current employees, their identification with the organisation, its values and goals, and engagement, which in turn will improve employees’ motivation and efficiency in performance of individual activities. The paper focuses on the topic of Human Resource Branding in the Czech Republic and the Slovak Republic. The main aim of the paper is to evaluate, based on two qualitative surveys, the impact of factors identified by Deshpande (2010) on Human Resource Branding in organisations in the Czech Republic (n 1 = 109) as well as in the Slovak Republic (n 2 = 340). These factors include: reputation, culture, recruitment, pay and benefits, work/life balance, leadership and management and performance management, growth and development (Deshpande, 2010). On the basis of the research conducted (the questionnaire surveys) the differences between the levels of human resource management and Human Resource Branding in the Czech Republic and the Slovak Republic are identified. The comparison is very interesting as both countries form part of the European Union and in the past had formed one country. KEYWORDS: Human Resource Branding, employee turnover, culture, recruitment, leadership, performance management INTERNATIONAL JOURNAL OF MARKETING AND HUMAN RESOURCE MANAGEMENT (IJMHRM) ISSN 0976 – 6421 (Print) ISSN 0976 – 643X (Online) Volume 4, Issue 1, January- April (2013), pp. 59-67 © IAEME: www.iaeme.com/ijmhrm.asp Journal Impact Factor (2013): 4.6901 (Calculated by GISI) www.jifactor.com IJMHRM © I A E M E