PERSONNEL MARKETING AS TOOL OF REALIZATION OF STAFFING POLICY ON THE ENTERPRISE

Abstract

his article discusses the essence and importance of marketing of personnel as a tool for implementation of staff policy. Established, that it represents an administrative activity, aimed at satisfying of company by workers, which form its strategic potential and help to solve specific problems. Namely, staff marketing is a type of organizational management, focused on providing qualitative and quantitative organizational requests in the workforce. It was revealed that marketing personnel has two main functions - informational and communicational. The first of these is determined by the creation of the database during the planning of personnel policy, the other one is aimed at realization of ways of satisfaction the needs of workers, as well as forming a good image of the enterprise. It is substantiated that the system of marketing data of the staff policy is a general exchange of information, which provides for quality analysis and planning of activities. The sources of such data are: basic and additional curricula of universities, courses and employment services; analytical materials of state bodies; information exchange of labor; specialized literature on employment; advertising brochures of competitors. The internal and external factors characterizing the essence of marketing of personnel are investigated. Consequently, internal factors are determined by the ability of enterprise to influence the management of an enterprise. External, in turn, there are the conditions on which the company itself can`t influence. The author proposes the main directions for improvement of marketing activities in relation personnel management. Established also that the main objectives of marketing personnel of the enterprise are: analysis of the labor market in order to detect current and future needs for quantitatively-qualitative staff; research of production growth trends for timely provision of new jobs and for satisfaction of personnel policy needs; search and hiring of employees who meet organizational requirements.