MARKETING MANAGEMENT OF ENTERPRISE PERSONNEL: CHALLENGES AND PROSPECTS

Анотація

The article examines the problems of managing the marketing of enterprise personnel in the context of modern challenges and threats. The key aspects of enterprise personnel marketing are allocated and a set of measures for their practical implementation is proposed, which will allow an enterprise to strengthen its position in the labor market in terms of attractiveness for potential job seekers, retain its own qualified personnel through training and development opportunities, attract employees with the necessary competencies and skills, and positively affect the overall efficiency of the enterprise and its competitiveness in the future. The main challenges of modern marketing of enterprise personnel are outlined, which are grouped into separate blocks: digitalization and technological development, the increasing importance of the employer's brand, changing the demographic composition of the population, and changing the approach to training and development of personnel. The authors describe modern models of personnel marketing, the practical implementation of which will allow a comprehensive assessment of the company's needs in attracting and retaining employees and developing an effective strategy for building a personnel marketing system. The authors identify promising areas for improving the personnel marketing management system: development of an effective employer branding system; creation and implementation of effective talent attraction programs; implementation of a talent retention system; development of personnel assessment and development tools; support of communication with employees using digital technologies. Also proposed measures for the practical implementation of these perspectives of personnel marketing management, which include the development and implementation of comprehensive strategies for attracting and retaining talent, creation of tools for evaluating the effectiveness of programs for attracting and retaining professionals, the introduction of innovative methods of attracting personnel, development of a system of employee motivation, analysis of the experience and success of competitors in the market for attracting and retaining professionals and implementation of best practices in their own activities, providing support.

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