BUSINESS INFORM №5-2014

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Section: Management and Marketing
UDC 331.104.22(331.104:108)
Gryshchenko D. G.
Analytical Method of Assessment of the State of Personnel Marketing at an Enterprise (p. 423 - 427)
The article considers possibilities of application of marketing elements in the enterprise personnel policy. It presents the author’s methods of assessment of the existing state of the personnel marketing at an enterprise, which are based on three key aspects: objectivity, simplicity and complexness of the approach. Objectivity lies in the statistical nature of data, which eliminates the need in additional aspects, which often contain a subjective position. Simplicity manifests itself in a small number of factors that are analysed: fluctuation of personnel, competence of personnel, development of employees, age structure of personnel, and excess of growth of labour productivity over the growth of average wages. The said factors give a possibility to assess the general state of the personnel policy at an enterprise, which ensures complexity of the approach. The article identifies the algorithm of assessment, which is universal for enterprises from various branches of industry. It presents results of approbation of the proposed methods at food industry enterprises of Ukraine, which show that the enterprise size and branch of activity do not exert a significant influence upon the state of personnel marketing. The obtained results show that the state of the personnel sphere at Ukrainian enterprises corresponds with the middle and lower than middle levels. This should stimulate development of the qualitatively new level in management of human resources – personnel marketing.
Keywords: personnel assessment, assessment factors, personnel marketing
Tabl.: 2. Formulae: 3. Bibl.: 9.

Gryshchenko Diana G. – Postgraduate Student, Department of marketing, National University of Food Technologies (68 Volodymyrska Str., Kyiv, 01033, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Gryshchenko, Diana G. (2014) “Analytical Method of Assessment of the State of Personnel Marketing at an Enterprise.” Business Inform 5:423–427.

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