ABSTRACT

There are many job openings in the field of information of communication and technology in Kosovo. ICT companies are growing fast. Most of these companies export their services abroad. In order to grow, companies need a qualified labor force. These companies are competing with each other to attract qualified labor force in the field.

The aim of this study is to explore what marketing communication practices do ICT companies apply, in order to attract the qualified labor force. What are the job attributes of vacant positions, that companies consider to be important in attracting the labor force. How do companies communicate the offer of vacant positions toward their labour market and what are the barriers to this communication.

The method used in this quality research study is Grounded Theory. Empiric data are collected from eleven deep interviews with unstructured questionaires, done with eleven ICT companies in Kosovo. Data from interviews are coded and have led to building three categories which served in answering the research questions. The three emerged categories from coded material were: Job attributes; Communication; Noise and environment

Salary, culture of company and skills of the candidate emerged as the most stressed attributes of the oppen job position. Job advertisment – as advertising; recommendation for open job position – as the word of mouth and Head-hunt method- as direct marketing and personal sale, were the mos used ways, by ICT companies, in communicating the offer for open job positions to the labor market. Findings of this study reveal a missing integrated marketing communication strategy in building company brand and in recruitment marketing.

Key words: Information and Communication Technology, Kosovo, commpetition, qualified labor force, marketing communication strategy.