Integration of HR technologies and marketing approaches in the company’s personnel management system

Abstract

The article reveals the theoretical and applied foundations of integrating HR technologies and marketing approaches into the enterprise personnel management system. It is substantiated that under the conditions of digitalization, increasing competition in the labor market, the growing importance of the employer brand, and changes in employees’ professional expectations, the traditional personnel function is gradually transforming into a strategic framework for human capital management. HR technologies provide the instrumental basis for recruitment, adaptation, training, assessment, and personnel analytics. In contrast, marketing approaches form the communicative, value-based, and reputational components of interaction between the enterprise, employees, and potential candidates. The content of HR marketing is clarified as a system of managerial actions aimed at coordinating personnel policy, the employer value proposition, internal culture, digital communication channels, and the enterprise’s external image. Special attention is paid to the fact that the effective integration of HR and marketing cannot be reduced only to vacancy promotion or the automation of personnel administration, since its effectiveness is determined by the enterprise’s ability to create a positive employee experience, support organizational trust, increase employee engagement, and form sustainable competitive advantages in the labor market. A structural model of integration of HR technologies and marketing approaches is proposed, combining external prerequisites, the technological framework, the marketing framework, the integrated HR marketing system, the managerial feedback cycle, and strategic results for the enterprise. The practical significance of the study lies in the possibility of using its provisions to improve the personnel management system, develop human resources potential, increase the attractiveness of the employer brand, and strengthen enterprise resilience in a dynamic labor market. Keywords: HR, marketing, HR marketing, HR technologies, personnel management, human capital, employer brand, digitalization, employer value proposition, human resources potential.