Application personnel marketing in the modern companies can help to find coordination between market conditions, interests of the organization and opportunities, and also desires of employees. With respect thereto urgent is a problem of development and implementation in management practice of the marketing program of personnel. In article approaches of researchers in the area personnel marketing are considered, the conclusion is drawn on a marketing role in case of the solution of questions of personnel management which consists in the choice of cost-efficient and socially justified personnel management methods. The model of system of marketing of personnel is also in detail provided, system elements personnel marketing, and also the main tools and these activities are opened. In article results of an empirical research of system of marketing of personnel are given in 10 large retail chain stores of the city of Novosibirsk. The conclusion is drawn on feasibility of development and implementation of the comprehensive program of marketing of personnel. The main effects of implementation of the Marketing program of personnel are given in short-term and long-term prospects.
marketing of personnel, personnel marketing, marketing program of personnel, development of the marketing program of personnel, essence of marketing of personnel.
Актуальность исследования, посвященного теме разработки программы маркетинга персонала, подтверждает тот факт, что использование персонал-маркетинга в современных компаниях может помочь найти согласование между рыночными условиями, интересами организации и возможностями, а также желаниями сотрудников.
1. Arkhipov A.E., Likhanov K.A., Sevriukov I.IU. Innovatsionnye kommunikatsionnye resursy sovremennogo marketinga [Innovative communication resources of modern marketing]. Narodnoe khoziaistvo. Voprosy innovatsionnogo razvitiia [National economy. Questions of innovative development], 2013, I. 1, pp. 42-45. (in Russian)
2. Vistorobskaia E.N. Marketing personala v sisteme marketingovogo upravleniya organizatsiey [Marketing of personnel in system of marketing management of the organization]. Vestnik belgorodskogo universiteta potrebitelskoi kooperatsii [The Bulletin of the Belgorod university of consumer cooperation], 2012, I. 6, pp. 18-24. (in Russian)
3. Zerkalii N.G. Otsenka effektivnosti vnutrennego marketinga cherez pokazatel’ udovletvorennosti personala [An efficiency evaluation of internal marketing through an indicator of satisfaction of personnel]. Marketingovye kommunikatsii [Marketing communications], 2011, I. 7, pp. 25-32. (in Russian)
4. Ivashkevich T.V. Etapy razvitiya vnutriorganizatsionnogo marketinga [Stages of development of intra organizational marketing]. Vestnik OmGU [Messenger of OMGU]. 2011, I. 2, pp. 226-231. (in Russian)
5. Makina A.M. Marketing personala: novyy podkhod v upravlenii [Marketing of personnel: new approach in management]. Evoliutsiia sovremennoi nauki [Evolution of modern science]. 2015, I. 3, pp. 64-65. (in Russian)
6. Naurazbaeva IU.V. Mekhanizm realizatsii marketinga personala i otsenka ego effektivnosti [The Mechanism of implementation of marketing of personnel and assessment of its efficiency]. Menedzhment i marketing v razlichnykh sferakh deiatelnosti [Management and marketing in various fields of activity], 2015, I. 8, pp. 223-230. (in Russian)
7. Niurenberger L.B., Klimova E.N. Vozmozhnosti ispol’zovaniya diskursnogo podkhoda v marketingovykh kommunikatsiyakh organizatsii [Possibilities of use of diskursny approach in marketing communications of the organization]. Vestnik Altaiskogo gosudarstvennogo agrarnogo universiteta [The Bulletin of the Altai state agricultural university]. 2011, I. 12(86), pp. 134-138. (in Russian)
8. Chashchin V.V. Marketing personala v organizatsii [Marketing of personnel in the organization]. Rossiiskoe predprinimatelstvo [The Russian entrepreneurship]. 2013, I. 5, pp. 15-21. (in Russian)
9. Chernova I.S. Marketing personala-osnova funktsionirovaniya organizatsii [Marketing of personnel basis of functioning of the organization]. Fundamentalnye i prikladnye nauchnye issledovaniia [Basic and applied scientific research], 2015, I. 2, pp. 83-85. (in Russian)
10. Shmeleva T.D., Masilova M.G. Sovershenstvovanie dokumentatsionnogo obespecheniya upravleniya personalom v kommercheskoy (torgovoy) organizatsii [Enhancement of documentary ensuring personnel management in the commercial (trade) organization]. Interaktivnaia nauka [Interactive science]. 2016, I. 5, pp. 89-91. (in Russian)
