Strategic marketing and talent management in supporting the reintegration of women after parental leave

The article focuses on talent management as part of strategic marketing in organizations providing social services in Slovakia. Based on a quantitative study conducted among 236 respondents from various organizations, the extent of talent management implementation and its significance for supporting employees – especially women returning to work after maternity and parental leave – was analyzed. The research utilized a questionnaire targeting practices in human resource management and internal communication. Data analysis included frequency analyses, confidence intervals, and binomial tests. The results indicate a low level of systematic application of talent management despite its potential to improve employee loyalty, reduce turnover, and enhance the organization's attractiveness as an employer. The article emphasizes the need to integrate talent management into the overall human resource management strategy and strategic marketing with a focus on equal opportunities. In addition to theoretical implications, the study provides practical recommendations for organizations aiming to improve employee support, workforce stability, and strengthen their employer brand. The findings also highlight the importance of a strategic approach to human resource management and marketing in the social services sector to ensure the quality and continuity of services provided.