Systematic approach to the functional features of the formation of HR marketing in the emerging economy
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Дата
2024
Назва журналу
Номер ISSN
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Видавець
Анотація
Introduction. In the conditions of the development of processes of globalization, digitalization, strengthening
of market competition, success can be achieved by enterprises that are constantly looking for new ways to
adapt to the constantly changing market conditions of their operation. Combining HR management with
marketing is a necessary condition for attracting and retaining the best employees for successful business.
HR specialists will be able to work effectively in the labor market only if they use the achievements of
marketing.
The application of the marketing approach in the activities of the enterprise with personnel management will
allow to increase the productivity of production without involving additional resources. In this regard, there
is a need to develop the conceptual foundations of HR marketing, mastering marketing technologies in this
field and the necessary tools for marketing activities. This requires non-standard approaches to the formation
of HR marketing.
These issues are especially relevant during the period of development of the emerging economy, one of the
important components of which are the processes of social development. These processes are dynamic,
mobile and change under the influence of information technologies. In such conditions, the processes of
forming HR marketing at enterprises must be ensured taking into account the requirements and principles
of the emerging economy.
Purpose of the article is to research of the main trends of HR marketing caused by the development of the
emerging economy; clarifying the conceptual basis of HR marketing; systematization of the stages of
systematic formation of HR marketing at the enterprise.
Method (methodology). The information method was used for the research in order to obtain informative
data from scientific sources and the Internet; classification and comparative analysis (identifying the
functional features of HR marketing), a systematic approach (characterizing the stages of forming the
company’s HR marketing system); generalization method (formulating research conclusions).
Results. The influence of the information sphere on the development of HR marketing processes and the
need to form HR marketing in accordance with the requirements of the emerging economy are substantiated.
The place of HR marketing in the enterprise management system is determined. The conceptual content and
provisions of HR marketing have been clarified. The application of elements of emergency management in
the modern practice of marketing management is argued. The application of a systematic approach to the
formation of HR marketing at the enterprise is substantiated. The stages of formation of HR-marketing are
established with their detailing. The advantages of the systematic application of tools for the formation of
HR-marketing are highlighted.
Опис
Ключові слова
system approach, HR marketing, HR specialist, personnel, personnel management, enterprise, emergency, emergency economy
Бібліографічний опис
Toktas, Y., Reshmidilova, S., Aleynyk, P., & Bondarenko, D. (2024). Systematic approach to the functional features of the formation of HR marketing in the emerging economy. Economic analysis, 34 (3), 122-132. DOI: https://doi.org/10.35774/econa2024.03.122