Abstract

The article highlights the importance of customer focus in the market activity of a modern enterprise. It indicates the prerequisites for personnel policy to be considered in the context of marketing tools. The author defines analytical and management objectives of the enterprise in the field of recruitment marketing for creating a customer-oriented company. The author focuses on creating a positive reputation of the enterprise as an employer among current and prospective employees and other target audiences and on marketing communications aimed at the personnel of the enterprise. The article presents a model of an HR brand of the company, which includes the components of the employer's value proposition. The issues of personnel motivation management and the problems of creating organizational conditions are considered including the design of business processes to improve the customer focus of the company.