Using internal marketing instruments in the hr management system during periods of instability and crises

The article discusses the concept of internal marketing, justifies the need for its application in Russian companies during periods of instability, economic instability, crises, transformations. It is shown that the quality of personnel management in times of crises and changes is determined by the ability of company management to ensure the effective work of teams, economic and social development of business, actively using internal marketing technologies, the relevance of the study is due to the lack of a unified, scientifically based management concept for attracting and retaining competent employees in times of crises and the implementation of reforms. The article reveals the features of the application of the concept of internal marketing, an approach to the management of recruitment processes in changing environmental conditions during periods of crises and transformations is proposed. Special motivating marketing tools for attracting and retaining highly qualified employees, as well as those most adapted to a particular organization, are considered.