Випуск 19

УДК 005.95:658

P. 5-16.

The definition of «personnel marketing» is explored; the differences and drawbacks of the existent definitions have been identified. Personnel marketing has been identified as an organization activity as to the coverage of its qualitative and quantitative needs in personnel by developing, maintaining or changing the attitude of the target audience (existent and potential personnel) towards the organization as to the employer. The main differences of the recommended definition are as follows: the activity is aimed at the coverage of the enterprise needs in  personnel; the semantic part of the activity is based on the marketing concept.

Key words: skilled workers marketing, manpower marketing, personnel marketing, personnel marketing concept.

KRYVORUCHKO О., Dr. Econ. Sc., GLADKA O., Postgraduate,

Kharkiv National Automobile and Highway University