The Application of Marketing Tools in Personnel Management

The competitiveness of organizations and their success in general largely depends on the effectiveness of personnel management. The concept of personnel marketing allows to attract staff to the company and retain current qualified employees who provide the organization with competitive advantages. This study is examined the theoretical foundations of internal and external marketing, as well as the methods used to evaluate internal HR marketing. The investigation was conducted among employees of the transport company «ASG» using the "importance-performance" analysis method. The criteria for evaluating employee satisfaction were determined based on the interview with the company's HR-manager. The final analysis was obtained after a survey of all employees of the organization. The results of the study showed that there are attributes of internal marketing that are important for employees, but the organization does not pay them due attention. Based on the data obtained, measures were developed to increase employee satisfaction with working conditions.