MODERN APPROACHES TO THE FORMATION OF PERSONNEL MANAGEMENT MARKETING POLICY IN LOGISTICS COMPANIES
Abstract
Logistics companies play a pivotal role in global supply chains, which necessitates their continuous adaptation to market dynamics. In the face of increasing demand for efficiency, speed, and customer service adaptability, traditional personnel management approaches are becoming less effective. Modern labor market conditions require companies to develop innovative approaches to attract and retain qualified employees. Personnel marketing policies, aimed at creating a positive employer brand, have emerged as vital tools in the competition for talent. These strategies involve aligning human resource practices with market needs, leveraging digital technologies, and automating HR processes, such as recruitment, training, and employee motivation. The implementation of flexible and adaptive marketing strategies in personnel management allows logistics companies to remain competitive in a digitized environment, where technological advancements are reshaping the workforce. In particular, employees now prioritize companies offering career development opportunities, a corporate culture that embraces social and environmental responsibility, and platforms for personal growth and self-fulfillment. As such, a comprehensive personnel marketing policy must address these trends to attract top talent. Furthermore, global challenges such as, geopolitical instability, and economic shifts have forced logistics companies to reassess their HR management approaches, ensuring they maintain efficiency and competitiveness in the face of adversity. This research highlights the importance of studying contemporary approaches to personnel marketing policy formation in logistics companies, as it is critical for enhancing their flexibility, competitiveness, and overall resilience in a rapidly changing market environment. By understanding these modern trends, logistics companies can refine their HR management strategies to meet future workforce demands while addressing the challenges posed by digital transformation.
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