HUMAN RESOURCES MANAGEMENT IN ADVERTISING AGENCY

Abstract

The paper presents advertising agencies as a new type of knowledge-basedorganizations (knowledge-intensive organizations), whose essential resourceis its people with their competences, in conditions in which in the presentsociety knowledge is becoming the most important source of competitiveadvantage for current organizations. Such professional services firms have topractice a particular type of management, focused on their employees, onthier aspirations and satisfaction, therefore the component processes of thehuman resources management (recruitment, selection, integration, motivationetc.) have a particularly important role in obtaining employees’ loyalty andincreasing their performance and consequently in the survival anddevelopment of the company. The empirical research used case studiesbased on in-depth interviews with managers in Bucharest advertisingorganizations, but also a survey through questionnaire sent by e-mail toadvertisers across the country, to provide a clear picture on thecharacteristics of human resources management in Romanian advertisingagencies.

Keywords

• knowledge-intensive organization
• advertising agency
• human resources management
• competences