FORMATION OF PERSONNEL MARKETING AT THE INDUSTRIAL ENTERPRISE

Modern development of industrial enterprises can be achieved through the efficient use of its staff. This necessitates the marketing orientation of personnel management. The current stage of scientific and technological development, development of new technologies, radical economic reforms have led to a change in functions, methods and approaches to personnel management in general and the allocation of a new direction in this area – personnel marketing. Today, personnel marketing is the most important component of the personnel management system of the enterprise and allows to solve a number of urgent problems, thanks to which the enterprise is able to increase the efficiency of its work as a whole, ensure a high level of social cohesion and efficiency. The purpose of the article is to substantiate the basic principles of personnel marketing at the enterprise. The article substantiates the need for the formation of personnel marketing at domestic enterprises in modern conditions. The analysis of existing problems in personnel management at Krasyliv Aggregate Plant was carried out. The motives for dismissal of employees at the enterprise by means of questionnaires are analyzed. According to the results of the research, measures are proposed for the consolidation of employees in the enterprise, social planning, optimization of the qualitative and quantitative composition of staff, management of conditions and labor protection. Considerable attention should be paid to social planning, which includes the organization and implementation of measures provided for in social development plans of enterprises. An important area of work is to strengthen labor discipline and the formation of stable labor collectives on the basis of reducing working hours, staff turnover and improving working conditions, living conditions and leisure of employees.