Digital Solutions and HR Marketing Opportunities: The Current Level and Prospects for Increasing Efficiency

V.A. Bondarenko, A.A. Voronov, P.P. Kapustin, A.A. Maksaev
International Journal of Economics and Business Administration, Volume VIII, Special Issue 1, 3-13, 2020
DOI: 10.35808/ijeba/498


Purpose: The article is devoted to the prospect of the HR marketing digitalization in the context of the need to increase the efficiency of the target marketing impact in the HR solutions. Design/Methodology/Approach: The article reveals the features of the digitalization as a global trend of the corporate development, gives examples of the marketing solutions digitalization in the context of their economic efficiency, describes the possibilities of HR marketing function digitalization, and presents the results of the authors’ research on the level of the spread, efficiency and digitalization of HR marketing at the regional labour market of the Southern Federal district of the Russian Federation. Findings: The digitalization level of the HR marketing function is a promising strategic factor that determines the efficiency of target marketing efforts and the possibility of organizing the systematic marketing interaction between corporate entities and all the target audiences at the labour market. Practical implications: Authors suggest further directions for increasing the scale of the HR marketing function digitalization in terms of support for the recruitment, selection, profiling and employment procedures, evaluating the current productivity and potential of the employee, professional diagnosis and orientation procedures, planning the career and development, HR reserve and promotion to a higher position, material and non-material motivation, taking part in the corporate development and management, and outplacement interaction. Originality/value: The authors’ approach can become the basis for implementing the digital marketing management platform in the largest employer organizations of the Southern Federal district and ensure the maximum use of the modern marketing approach to manage long-term and profitable interactions with staff as key internal partners of corporate entities.

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