Abstract
The article considers the ambivalence of personnel marketing as a modern management technology that allows balancing on the principles of the mutual agreement the interests of employers and employees in a situation of choice in the segment of the labor market. The problem of the article lies in the need to search for tools to effectively build (develop) the labor market of agricultural enterprises. Personnel marketing technologies are proposed as tools. Research methods are: methods of theoretical generalization, logical modeling, induction, and other general scientific methods. The article defines the main directions and mechanisms for the development of personnel marketing as a modern social management technology that ensures the tactical and strategic development of company personnel. The possibility of promoting the attractiveness of jobs at agricultural enterprises through the use of external and internal tools of personnel marketing is being considered.
Highlights
Personnel marketing issues are quite relevant in modern Russian literature and affect the interests of a large number of people
The above allows us to formulate the problem of the article, which consists of the fact that there is a need to search for tools to develop an effective labor market for agricultural enterprises
The main functional specificity of personnel marketing as a social technology is the presence of counter-marketing flows of both informational and material nature on the part of each of the participants in social interaction
Summary
Personnel marketing issues are quite relevant in modern Russian literature and affect the interests of a large number of people. There is a common understanding of the importance of marketing staff in providing the effective management tasks of a modern organization. Analyzing the works of authors whose full-text works are presented on the Elibrary.ru resource, we note that there are two different approaches to the issue of personnel marketing. Some authors consider the marketing approach basis to the organization’s personnel policy [2]. Marketing approaches, taking into account the occurrence of a shortage of jobs, are simultaneously applied by both employers (to search for an employee) and the employees themselves (to search for jobs) These technologies are less common in agricultural enterprises. The paradox of agricultural enterprises is that often the employer and employee are, in a sense, monopolists in the local labor market. Such monopolism often does not lead to the emergence of unconditional employment, but rather, to the emergence of other forms of competition (refusal of employment, departure, dumping of the offer price), which negatively affects the prospects of this segment of the labor market
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
