Scholarly record

ROLE OF PERSONNEL MANAGEMENT MARKETING IN RECRUITMENT IN A WEB-BASED PERSONNEL RECRUITMENT COMPANY

Solveiga Blumberga, A. Reboka

Abstract

In times of tough competition, companies spend more and more time on the positioning of their image in the labour market. One needs to be unique and innovative. A company needs to be able to stand out in the competitive labour market. The situation is, of course, easier if the company is a leader in its sector, but employees are also needed in other companies who have not yet become leaders. The web-based personnel recruitment company is an international company which offers a wide range of opportunities in web-based personnel recruitment and also has proven itself as a leading international web-based personnel recruitment company. The role of personnel management marketing is increasing in the contemporary labour market, and it has become an integral function of personnel management in large companies. The global development of digital technologies, shortage of specialists, requirements of various generations towards the employer facilitate involvement of personnel marketing in the attraction of human resources. Nowadays, candidates perceive their potential jobs similarly to consumers opting for a product or service. The purpose of the research study is to investigate the role of personnel management marketing in the recruitment of human resources in a web-based personnel recruitment company. The research question are the following: What are the possibilities of personnel management marketing in the personnel recruitment in the company? What is the role of personnel management marketing in the attraction of human resources? What is the awareness of job-seekers and employers of the types of attracting personnel offered by the web-based personnel recruitment company? What are the opinions of employers about the role of personnel management marketing in the attraction of personnel? That are the key personnel management marketing tendencies in the attraction of personnel? Two surveys were used in the study: a survey for employees and a survey for the company managers. The key conclusions in the research study are the following: The role of personnel marketing in the attraction of personnel is essential for job-seekers and employers. There is a statistically significant correlation between the Internet usage channels, sources of information and the overall opinion about the role of marketing. The role of personnel marketing and marketing tools certainly have a more and more substantial role in the attraction of professionals and talents, addressing the y and z generations, and the positioning of the company image and the brand in the labour market. The research study provides essential data regarding the necessity for personnel management marketing and a range of marketing tools which would improve the results of attracting personnel in an epoch of changes and technologies.

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