Kretova N.N., Mitina N.N. STAFF MARKETING IN MODERN RUSSIAN CONDITIONS

DOI: https://doi.org/10.15688/jvolsu3.2017.2.9

Kretova Nataliya N. 

Candidate of Sciences (Economics), Associate Professor, Department of Economics and Management at Engineering Company, Voronezh State Technical University, Prosp. Moskovsky, 14, 394026 Voronezh, Russian Federation, This email address is being protected from spambots. You need JavaScript enabled to view it. .

Mitina Natalya N. 

Candidate of Sciences (Economics), Associate Professor, Department of Staff Management, Voronezh State University, Universitetskaya Sq., 1, 394018 Voronezh, Russian Federation, This email address is being protected from spambots. You need JavaScript enabled to view it. .

Abstract. The conception of staff marketing, which was developed abroad, is effectively used in the developed countries for a long time. Its main advantage consists in the possibility of organizing some planning for the implementation of staff strategy: staff marketing provides the enterprise on the long-term basis with human resources capable of forming strategic potential, which would allow to implement the planned activities. Numerous problems of formation and development of civilized market relations in our country do not allow to fully implement the detailed models of staff marketing in domestic realities. On the basis of the analysis of theoretical developments and factors that have a practical impact on the implementation of marketing personnel in modern Russian conditions, the authors describe the essential elements of the conception. The primary purposes of staff marketing for domestic enterprises, grouped into the internal and external marketing are substantiated and disclosed. The special attention is paid to increasing the staff loyalty, which has dominant influence on business outcomes. The algorithm of events for the development of motivation system is proposed; at the stage of studying job satisfaction it is recommend to apply analytical calculations with the use of Shewhart control charts. Unlike traditional statistical tools based on the inspection of already implemented results, this approach is aimed at preventing negative tendencies and avoids losses associated with dissatisfaction with difficulty, as the individual employee and the team as a whole. Modern Russian enterprises can fully realize the conception of staff marketing only through rethinking of the consequences for all directions of work with the staff, as reflected in the definition of objectives, motivating staff and ensuring social responsibility of the enterprise.

Key words: primary goals of staff marketing, external and internal staff marketing, Shewhart control charts in the analysis of job satisfaction, staff marketing, market economy.

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