RECRUITMENT MARKETING AS A CONSTRUCTION TOOL OF A CUSTOMER-CENTRIC ORGANIZATION
The article highlights the importance of customer focus in the market activity of a modern enterprise. It indicates the prerequisites for personnel policy to be considered in the context of marketing tools. The author defines analytical and management objectives of the enterprise in the field of rec...
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| Format: | Article |
| Language: | English |
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Saint Petersburg Electrotechnical University
2019-02-01
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| Series: | Дискурс |
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| Online Access: | https://discourse.elpub.ru/jour/article/view/260 |
| _version_ | 1797881737365159936 |
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| author | T. N. Zhukova |
| author_facet | T. N. Zhukova |
| author_sort | T. N. Zhukova |
| collection | DOAJ |
| description | The article highlights the importance of customer focus in the market activity of a modern enterprise. It indicates the prerequisites for personnel policy to be considered in the context of marketing tools. The author defines analytical and management objectives of the enterprise in the field of recruitment marketing for creating a customer-oriented company. The author focuses on creating a positive reputation of the enterprise as an employer among current and prospective employees and other target audiences and on marketing communications aimed at the personnel of the enterprise. The article presents a model of an HR brand of the company, which includes the components of the employer's value proposition. The issues of personnel motivation management and the problems of creating organizational conditions are considered including the design of business processes to improve the customer focus of the company. |
| first_indexed | 2024-04-10T03:23:48Z |
| format | Article |
| id | doaj.art-eae95ceadc8c48cca7cdc5b323490e06 |
| institution | Directory Open Access Journal |
| issn | 2412-8562 2658-7777 |
| language | English |
| last_indexed | 2024-04-10T03:23:48Z |
| publishDate | 2019-02-01 |
| publisher | Saint Petersburg Electrotechnical University |
| record_format | Article |
| series | Дискурс |
| spelling | doaj.art-eae95ceadc8c48cca7cdc5b323490e062023-03-13T07:29:32ZengSaint Petersburg Electrotechnical UniversityДискурс2412-85622658-77772019-02-0151495410.32603/2412-8562-2019-5-1-49-54259RECRUITMENT MARKETING AS A CONSTRUCTION TOOL OF A CUSTOMER-CENTRIC ORGANIZATIONT. N. Zhukova0Санкт-Петербургский государственный электротехнический университет «ЛЭТИ» им. В. И. Ульянова (Ленина)The article highlights the importance of customer focus in the market activity of a modern enterprise. It indicates the prerequisites for personnel policy to be considered in the context of marketing tools. The author defines analytical and management objectives of the enterprise in the field of recruitment marketing for creating a customer-oriented company. The author focuses on creating a positive reputation of the enterprise as an employer among current and prospective employees and other target audiences and on marketing communications aimed at the personnel of the enterprise. The article presents a model of an HR brand of the company, which includes the components of the employer's value proposition. The issues of personnel motivation management and the problems of creating organizational conditions are considered including the design of business processes to improve the customer focus of the company.https://discourse.elpub.ru/jour/article/view/260маркетинг персоналаhr-брендингмаркетинг отношенийклиентоориентированностьцепочка создания ценности |
| spellingShingle | T. N. Zhukova RECRUITMENT MARKETING AS A CONSTRUCTION TOOL OF A CUSTOMER-CENTRIC ORGANIZATION Дискурс маркетинг персонала hr-брендинг маркетинг отношений клиентоориентированность цепочка создания ценности |
| title | RECRUITMENT MARKETING AS A CONSTRUCTION TOOL OF A CUSTOMER-CENTRIC ORGANIZATION |
| title_full | RECRUITMENT MARKETING AS A CONSTRUCTION TOOL OF A CUSTOMER-CENTRIC ORGANIZATION |
| title_fullStr | RECRUITMENT MARKETING AS A CONSTRUCTION TOOL OF A CUSTOMER-CENTRIC ORGANIZATION |
| title_full_unstemmed | RECRUITMENT MARKETING AS A CONSTRUCTION TOOL OF A CUSTOMER-CENTRIC ORGANIZATION |
| title_short | RECRUITMENT MARKETING AS A CONSTRUCTION TOOL OF A CUSTOMER-CENTRIC ORGANIZATION |
| title_sort | recruitment marketing as a construction tool of a customer centric organization |
| topic | маркетинг персонала hr-брендинг маркетинг отношений клиентоориентированность цепочка создания ценности |
| url | https://discourse.elpub.ru/jour/article/view/260 |
| work_keys_str_mv | AT tnzhukova recruitmentmarketingasaconstructiontoolofacustomercentricorganization |