MARKETING TOOLS TO WORK WITH THE PESONNEL OF AN ENTERPRISE

Abstract

Purpose. Development of principles of implementation of key positions of personnel marketing into the operation of an enterprise. Methods. Content analysis of scientifi c literature and periodicals on the issues of personnel management and marketing, practical use of modern marketing technologies in human capital management. Results. The article considers the content of marketing complex from the point of human capital management, shows the importance of analytical support of marketing personnel management, identifi es branding as one of the effective tools of human capital development. Advantages are revealed that the enterprise, which has built the employer image, gets. Scientifi c novelty: main principles of personnel marketing implementation are shown and methodological features of this implementation, suggesting the achievement of economic and social impact in the enterprise are highlighted.