PERSONNEL MARKETING AS A COMPETITIVE ADVANTAGE OF THE INNOVATIVE ENTERPRISE: STRATEGIC ASPECT

Abstract

The article is devoted to the study of the role of personnel marketing in the formation of the competitive position of the innovative enterprise in the process of strategic management. The terms “personnel marketing” and “compensation policy” are defined. Personnel marketing is defined as a type of management activity aimed at long-term provision of the organization with human resources that form the strategic potential necessary to achieve its specific target priorities. Compensation policy is defined as a system of external incentives that encourage the employee to get a result that satisfies both the employee and the company. The concept of “strategic activity” is also given, which is defined as the ability of staff to implement strategic objectives, the ability to feel an integral part of the innovative enterprise, think analytically, respond quickly to change, effectively and timely decision-making. It is proved that the construction of any approach to personnel marketing in the process of strategic management begins with the formation of the main goals, which must be clear, positive and consistent. It is established that to promote the efficiency of personnel marketing, strengthen the competitive position of the innovative enterprise and the effectiveness of the strategy of the enterprise as a whole, will promote the use of a process approach, the tasks of which include improving quality, improving efficiency and providing new opportunities for development and optimization of the organizational structure of the innovative enterprise. The influence of strategic management and personnel marketing on the formation of competitive advantages of the innovative enterprise is schematically presented. The relevance of further research in the field of personnel marketing in the innovative enterprise is argued.