Marketing Mix Application to Human Resources Management

Nowadays, one of the main competitive edges of companies is qualified employees. The concept of HR-marketing helps to attract and retain the best staff. At the moment staff marketing is a relevant concept, which is increasingly beginning to be used in organizations. As part of this work, a study was considered the theoretical foundations of internal and external HR-marketing. The primary focus was on internal marketing, the internal marketing mix and the main ways of evaluating internal marketing. Next the application of concept was studied in the company. The methods that was applied in the study are document analysis, interview and “importance- execution” analysis. The results of the study showed that there are elements of internal marketing that are important to employees, but they are not satisfied with them. Based on the obtained results, recommendations were given to improve the internal marketing system at «BC Soft», which will help the company to attract and retain qualified staff.