O. Bodnaruk, S.Ukrainskiy, The impact of human capital on the strategic management of personnel marketing in a sustainable development.

Abstract

The article is devoted to the study of the dependence of human and sustainable development and their impact on improving the competitiveness of the country. Identified problems of human development in the transition of the country to create a model of sustainable development. The basics of forming a model of eco-social market economy with the organic combination of economic efficiency, social justice and resource-ecological balance are considered. The interdependence of the concepts of personnel marketing and human capital is shown. A comparative characteristic has been carried out between the main components of human and sustainable development, each of which performs specific functions in providing strategic management of human capital. The interrelation of the assessment of the main components of human capital with elements of external and internal marketing of staff has been revealed. There are four main elements in the structure of human capital: knowledge and productive abilities, health, motivation, mobility. Their influence on the strategic management of personnel marketing is shown. A comparative dynamics of the human development index and the environment index of Ukraine with some countries of the world has been carried out. It is proved that one of main goals of human resource management (HRM) is increase in overall performance of the organizations. Nevertheless, some researches obviously addressed the multidimensional nature of execution and connected practice of HR with various measurements of results. So, this research supplements literature, connecting practice of HR with three dimensions of results: financial, organizational and results of workers (HR). Besides, it was analysed how practice of HR influences these measurements of results, focusing attention to roles of pleasure from work.