Трансформация функции маркетинга в системе управления человеческими ресурсами

Abstract

The article analyzes the main factors influencing the change in the content of the marketing function of human resources of the organization in the current context. These include: changes in labor supply in the labor market due to demographic processes; changes in the demand for labor in the transition to the information stage of society development; a fundamental change in the structure of demand for labor and change in the structure of demand for jobs; globalization of labor markets. Based on the research, the article formulated proposals to improve the marketing of human resources of organizations in the country. According to the authors, the main efforts to provide Belarusian organizations with personnel should focus on the following areas: the study of trends in the labor market in order to transform and improve the competitiveness of jobs; the development of new technologies to find and attract the right personnel; the development of new technologies to retain key employees, improvement of job attractiveness for them; development of winning strategies in the competition for personnel. The article notes that one of the main reasons for the emerging challenges in providing organizations with highly qualified and effective personnel is the discrepancy between the requirements of employees and the existing characteristics of workplaces. To eliminate this contradiction in the course of human resources marketing, it is necessary to study the market of possible supply of labor in order to determine the likely reaction of consumers to the planned creation of new jobs. At the same time, it is necessary to increase the attractiveness of jobs already offered to the market by improving and modifying them. The labor market clearly signals the preferences of potential employees. Modern generations entering the labor market prefer office, creative activities, free work schedule, decent wages. They are ready to themselves and improve their professional level, but they are not ready to wait for decades for promotion.