Випуск 24

УДК 656.07:331.5

P. 104-116.

The article is devoted to issues related to assessment of the enterprise internal attractiveness as an employer. The main purpose is to improve the methodological approach to assessment of the employer attractiveness by the existing staff, specify the assessment indicators and develop its stages. Successful implementation of personnel marketing within an enterprise is to create, first of all, its attractive employer image. It should take into account the staff subjective opinion regarding the employer and determine the employer’s ability to retain the existing staff and attract the potential one. In this article some modern approaches to assessment of the employer attractiveness were analyzed and classified; the employer internal attractiveness indicators are substantiated on the basis of «7P» personnel marketing mix. To identify the level of the employer attractiveness by the current employees the universal approach based on the point rating method was suggested. It takes into account disadvantages of other existing approaches to the assessment and helps to determine the priority indicator of the employer attractiveness for target groups of the employees, conduct the assessment according to separate indicators and elements of «7P», work out an integral evaluation of the employer internal attractiveness as well as identify directions of personnel marketing development according to the identified criteria. The research results can be used not only by motor transport enterprises but also by enterprises of other sectors of economic activity.

Key words: employer internal attractiveness, employer internal attractiveness indicators, personnel marketing mix.

O. KRYVORUCHKO, D. Sc. (Econ.); O. GLADKA, Сand. Sc. (Econ.),

Kharkiv National Automobile and Highway University