CONCEPTUAL APROACHES TO PERSONNEL MARKETING

In today’s highly competitive and turbulent business environment, companies require innovative approaches to human resource management to maintain a competitive advantage. One such approach is personnel marketing a concept that integrates marketing principles into HR management to align organizational needs with employee expectations, thereby enhancing workforce satisfaction and organizational performance. This study aims to generalize the existing conceptual approaches to personnel marketing and to theoretically substantiate its role within the HR management system of an enterprise, including its impact on improving organizational effectiveness. To achieve this aim, the evolution of the personnel marketing concept and various scholarly definitions in the literature were analyzed. As a result, three primary approaches to defining “personnel marketing” were identified: organizational-economic, social-psychological, and product-market. It was found that none of these approaches alone provides a holistic understanding of the essence of personnel marketing. In response, a multi-level interpretation of personnel marketing is proposed to integrate these viewpoints. At the broadest level, personnel marketing are viewed as a philosophy, strategy, and guiding principle of HR management aimed at harmonizing the interests of the company and its employees. At an applied level, it entails the use of marketing tools in HR practices, notably treating the job position as a “product” to be advertised and “sold” on the labor market. At the narrow level, personnel marketing is defined as a set of specific HR department functions related to long-term workforce planning and fulfilling the organization’s staffing needs. This integrated multi-level approach to personnel marketing helps enterprises effectively attract, retain, and develop talent, thereby improving human resource management efficiency and strengthening the organization’s competitive position. The scientific novelty of the study lies in synthesizing disparate conceptual approaches into a comprehensive definition of personnel marketing as a distinct HR management philosophy. The proposed framework broadens the understanding of personnel marketing and underscores its strategic role in enhancing organizational performance and competitiveness.