BUSINESS INFORM №5-2013

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Section: Management and Marketing
UDC 656.07:331.5
Kryvoruchko O. N., Gladka O. I.
Justification and Selection of Directions of Realisation of Marketing of Company’s Personnel (p. 338 - 344)
The article justifies the process of selection of directions of personnel marketing. The process is based on the 8-stage scheme of managerial decision making and envisages: formation and specification of goals of the personnel marketing, identification of criteria of goals achievement, planning alternative variants of decisions, their assessment and selection of the best variant, and planning and conducting measures. The article forms methodical tools on realisation of the offered process, which envisages the use of results of assessment of attractiveness of a company as an employer, identification and formation of the common strategy of the personnel marketing, search for and selection of a maximally satisfactory variant of achievement of the personnel marketing goals. Application of such methodological approaches as the factor-and-goal and morphology analysis allowed building the goal tree and identify measures that would facilitate achievement of the set goals. In the basis of the goals-measures tree there are elements of the personnel marketing complex (working place, compensation package, system of communication with target audiences, employer branding, people, organisation of the personnel marketing process and physical environment) and goals of its two types: internal and external.
Keywords: process of selection of directions of realisation of personnel marketing, general strategy on personnel marketing, complex of personnel marketing, internal and external personnel marketing, factor and target analysis, morphology analysis
Fig.: 1. Tabl.: 6. Formulae: 7. Bibl.: 9.

Kryvoruchko Oksana N. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Management, Kharkiv National Automobile and Highway University (25 Yaroslava Mudroho Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Gladka Olena I. – Postgraduate Student, Department of Management, Kharkiv National Automobile and Highway University (25 Yaroslava Mudroho Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Kryvoruchko, Oksana N., and Gladka, Olena I. (2013) “Justification and Selection of Directions of Realisation of Marketing of Company’s Personnel.” Business Inform 5:338–344.

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