Staff marketing: a modern approach

The main purpose of the work the study of modern approaches to personnel marketing, which are used in their activities by Russian and foreign organizations. For a deeper disclosure of the task in the work, first of all, the difficult relationships that develop in the market between employers and applicants for vacant positions are revealed. We consider the actions that employers take, on the one hand, to get qualified personnel, on the other hand - those who offer their labor force on the market. In order to effectively manage personnel marketing, companies tend to move away from traditional methods and actively use innovative methods. First of all, we are talking about the use of modern methods of material and moral remuneration of personnel, the formation of an innovative organizational culture, which implies the creation of an innovative climate in the team. Secondly, in order to effectively carry out recruitment, it is necessary to use competency models at the enterprise. The profile is one of the main tools used when selecting candidates for a vacant position. In addition, in accordance with this document, periodic certification of personnel or verification based on the results of a probationary period can be carried out. Depending on the results of the study, directions for improving the level of qualification may be identified. Third, we should actively use the achievements of modern information technologies, the advantages of AI, which make it possible to reduce costs and reduce time, reduce risks in the process of searching for candidates for existing vacancies, hire good and highly qualified employees, check the work of staff in the shortest possible time and recognize various illegal operations. The paper considers the Russian and foreign experience of personnel marketing management. It is concluded that it is necessary to use foreign experience in Russian companies.