IMPLEMENTATION OF STAFF MARKETING BASED ON THE MARKETING-MIX CONCEPT

Анотація

The article proposes the understanding of personnel marketing as a concept that systematically combines three components: the goal of creating a strategy for human resource accumulation; research method; a means of creating an attractive image of the company as an employer. Personnel marketing is understood as a threefold concept that systematically combines the goal (creating long-term prospects for human potential), method (providing information to work with staff based on their research), means (creating an attractive image of the company as an employer by differentiating communications). The external factor of competition in the labor market determines the actualization of such a management function as staff marketing. The theory of marketing mix "4P" is modified considering the specifics of marketing variables designed to gain competitive advantage in the labor market. The classical components have been determined, which have received the following meaning: product - workplace; promotion (place) - selection of alternative options for attracting intermediaries; promotion - the formation of an attractive brand of the employer; price - wages and intangible benefits. The solution of the applied problem of ensuring the competitiveness of the "workplace" for enterprises has led to the inclusion in the methodological tools of generational theory. In our opinion, the algorithm for creating an attractive image of the employer in the framework of the incentive strategy should be considered based on the EVP concept. It is established that in the conditions of the general unfavorable socio-economic situation in Ukraine the segment of intangible benefits is growing in terms of attracting and retaining employees at a particular enterprise. They were structured by aggregate groups: social benefits, professional development and career growth, work environment, corporate culture. The formation of human capital in enterprises is a key area for gaining sustainable competitive advantages and involves a conscious choice of strategy for the marketing mix of staff, considering current trends at the national and supranational levels. Key words: personnel marketing, marketing mix concept, product, promotion, incentive, price.

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