АPPLICATION OF MARKETING APPROACH TO LABOR MARKET RESEARCH IN THE PERSONNEL MANAGEMENT SYSTEM OF THE ENTERPRISE

Анотація

Based on the identification of the main trends in the labor market, the author highlights the changes in the social and labor mentality of society that arose under the influence of globalization and computerization. The features and the need for the use of marketing research in personnel management of the enterprise are considered. The problem of underutilization and devaluation of labor potential in the country has been actualized, which has led to the identification at the conceptual level of requirements for the flexibility of production and labor in the personnel management system of the enterprise. The key factors that increase the instability of the labor market in the country and require new approaches to its regulation are substantiated. It is scientifically proved that the improvement of methodological and methodical bases of personnel management, which include the system of principles, methods, techniques, technologies of their realization, acquires special significance. responding to the new challenges of the post-industrial era and meeting the risks that lead to lower unemployment, increased flexibility, employment efficiency and wage incentives. At the same time, the new approach to personnel management should be aimed at restoring the dynamic balance of supply and demand, increasing the flexibility of the labor market, finding new opportunities to expand employment and creating effective jobs with decent working conditions. In the development of the directions of the personnel management mechanism, a model for planning financial resources for the material support of employees has been developed, which allows increasing the cost of the enterprise's labor force, taking into account the situation on the labor market. The proposed model can be used as the basis for financial planning of labor costs, promotion and incentives for employees, as well as built into the enterprise budgeting system, which will increase the validity of managerial decisions in the field of personnel management aimed at maximizing the value of social capital.

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