INTEGRATION OF INTERNET MARKETING TOOLS INTO THE COMPANY'S PERSONNEL MANAGEMENT SYSTEM

Abstract

The article examines the theoretical and applied aspects of the integration of personnel management and Internet marketing as an important factor in increasing the competitiveness of an enterprise in the context of the digital transformation of the economy. The relevance of the topic is due to the need for enterprises to adapt to new operating conditions associated with the development of digital technologies, changing consumer behavior and the growing role of online communications in the system of promoting goods and services. The purpose of the study is to theoretically substantiate the relationship between the personnel management system and Internet marketing tools and determine their role in shaping the competitive advantages of the enterprise. The research used methods of analysis and synthesis, scientific generalization, a systems approach, comparative analysis and logical modeling, which allowed for a comprehensive study of the main aspects of the integration of personnel management and digital marketing. It was found that the effectiveness of the use of Internet marketing tools largely depends on the level of development of personnel digital competencies, the organization of the human resources management system and the adaptation of personnel policy to digital changes. The main directions of integration of HR management and Internet marketing are summarized, their impact on the effectiveness of marketing communications, expansion of the client base, strengthening of the enterprise brand and increasing its market adaptability is characterized. It is proved that the development of human capital and the formation of digital competencies of personnel are important prerequisites for the effective use of online marketing tools. The practical significance of the study lies in the possibility of using the obtained results to improve the personnel policy and marketing strategies of enterprises. The scientific novelty of the study lies in the substantiation of the integration approach to personnel management and Internet marketing as a holistic system for ensuring the competitiveness of the enterprise. Prospects for further research are associated with conducting an empirical analysis of the effectiveness of the integration of HR management and digital marketing at enterprises in various sectors of the economy.