Marketing Concept of Interaction Between the Parties of Labor Relations

Abstract

Organizations operating in different markets have increased requirements for analyzing the quality level of personnel and comparing competitive advantages based on various types of communication interactions. The fundamental task of personnel marketing is to create the most attractive image of the company as an employer in order to provide itself with human resources with optimal quantitative and qualitative parameters. The development of a personnel marketing management system at the enterprise level is not sufficiently reflected in the modern Russian research field on human resource management. This model includes goals, tasks, places in the organizational structure and in the personnel policy, and areas of interaction with other labor market actors. The research purpose is to develop methodological and applied provisions that allow employers to take a competitive place in the labor market by identifying effective interaction areas with its subjects using marketing approaches while determining and ensuring personnel needs. The paper investigates marketing concepts of personnel management and the place of personnel marketing in the organization’s personnel policy. The methodology of forming a marketing management system for the organization’s personnel is considered. The paper shows the importance of developing and applying requirements to employees and to the employer in personnel marketing.