IMPLEMENTING THE CONCEPT OF RETENTION MANAGEMENT AS A FACTOR IN INCREASING THE EFFECTIVENESS OF A COMPANY’S PERSONNEL-MARKETING

The increasing competition in the labor market among employers in almost all areas and fields of activity determines a fierce struggle for competitive HR- potential, which is associated with the search for flexible HR-solutions that can be quickly adapted to changing marketing conditions. This, in turn, requires the implementation of personnel-marketing in the activities of enterprises, the creation of a strong HR-brand, and the use of modern HRM-technologies. Currently, issues related to the development of conceptual approaches to staff retention using personnel-marketing technologies are relevant. At the same time, a significant role is assigned to the formation of the concept of staff retention as a system of views, approaches, and methods for achieving set goals, which provides a general understanding of this phenomenon. The development of the concept of staff retention in the context of the enterprise’s marketing orientation will contribute to the formation of the employer’s competitive advantages, strengthening its HR-brand in the labor market, increasing employee loyalty towards the enterprise, growing HR-potential, and strengthening corporate culture. The article presents the author’s interpretation of the concept of “retention management.” The features of a retention management in the personnel-marketing system are clarified. The author’s conceptual framework for retention management from the perspective of the HRM- approach is presented, and its structural composition is highlighted.