MARKETING TOOLS FOR LABOR MARKET AND PERSONNEL LOYALTY RESEARCH

Abstract

The article is devoted to the study of marketing tools for labor market analysis in a company activity aimed on the enhancing its effectiveness in the sphere of personnel management. In the modern highly competitive environment, especially in the high-tech and engineering sectors, traditional HR management methods are becoming insufficient for attracting and retention highly qualified employees. The relevance of the topic is due to the need to integrate marketing approaches into the personnel management strategy (HR marketing) for effective employer positioning. A component of HR marketing is labor market research, conducted both on external and internal markets (within the company). It allows us to determine the company's human resource needs and pave the way for their optimal satisfaction. The purpose of the study is to analyze the effectiveness of using marketing tools for evaluation of the labor market and creation of the HR-brand. The article highlights specifics of using such marketing tools for the labor market research as the employer brand, Employer Value Proposition, Candidates’ Funnel, communication channels, satisfaction, loyalty and engagement surveys, social media monitoring, and web platform analytics as means for collecting data on candidates. A case study was conducted on materials from Bosch and Soft Serve. It was determined that a key challenge for Bosch is to transform its brand perception from a traditional industrial giant to an innovative IoT company, allowing it to compete with the innovative high-tech company Soft Serve. It is determined that for Bosch, a key challenge is transforming the brand perception from a traditional industrial giant to an innovative IoT company. The results of the study prove that the use of a complex of marketing research allows optimizing recruitment costs, improving the quality of the candidate flow, strengthening the company's competitive position in the labor market, and enhancing the level of personnel loyalty in the company.