Artikel
Defining personnel marketing strategies
The purpose of the study is to develop methodological basis as to the justification and selection of personnel marketing strategy based on logical analysis and systematic approach. The strategy is suggested to be developed taking into consideration external personnel marketing strategy and internal one. The former is based on the capacity of an employer to meet expectations of potential personnel and is aimed at forming enterprise's external attractiveness as an employer. The latter is based on the capacity of an employer to satisfy expectations of existing personnel and is aimed at forming enterprise's internal attractiveness as an employer. The choice of strategy is based on the Matrix determining the generalized level of enterprise's attractiveness as an employer. This Matrix allows identifying nine types of personnel marketing strategies. The content of each type of personnel marketing strategy was substantiated. The main actions contributing to the improvement of level of enterprise's attractiveness as an employer internally and externally were developed based on the 7Ps personnel marketing mix. Results of this study have theoretical and practical significance. They can be used as basis for further studies, while developed recommendations can be used by a management team for implementation within an enterprise that seeks to develop its employer attractiveness.
- Language
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Englisch
- Bibliographic citation
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Journal: Verslas: Teorija ir praktika / Business: Theory and Practice ; ISSN: 1822-4202 ; Volume: 20 ; Year: 2019 ; Pages: 146-157 ; Vilnius: Vilnius Gediminas Technical University
- Classification
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Management
Business Objectives of the Firm
Marketing
Sports Economics: Labor Issues
- Subject
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personnel marketing strategy
personnel marketing
employer's attractiveness
personnel marketing strategy matrix
7Ps personnel marketing mix
- Event
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Geistige Schöpfung
- (who)
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Gladka, Olena
Fedorova, Viktoriya
- Event
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Veröffentlichung
- (who)
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Vilnius Gediminas Technical University
- (where)
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Vilnius
- (when)
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2019
- DOI
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doi:10.3846/btp.2019.14
- Handle
- Last update
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10.03.2025, 11:44 AM CET
Data provider
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Gladka, Olena
- Fedorova, Viktoriya
- Vilnius Gediminas Technical University
Time of origin
- 2019
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