THE IMPACT OF THE QUALITY OF PERSONNEL MANAGEMENT ON THE COMPANY'S POSITIONING IN THE LABOR MARKET

Tarasova Olga Valerievna

In today's world, where competition to attract and retain talented personnel is increasing every day, the quality of personnel management is becoming a decisive factor for the successful positioning of a company in the labor market. This influence manifests itself in several aspects that can significantly increase the attractiveness of the company to potential employees, as well as strengthen its reputation as a reliable and desirable employer. The article considers the factors of successful positioning of the company in the labor market, describes the elements of personnel management that influence the positioning of the company in the labor market. The problems of personnel management that hinder the successful positioning of the company are identified, and directions for their solution are proposed. The study allowed us to conclude that the influence of the quality of personnel management on the company's positioning in the labor market is manifested in such aspects of personnel management as personnel search and hiring, personnel training and development, personnel motivation, corporate culture. The successful positioning of companies in the labor market is hindered by such problems of personnel management of Russian companies as the lack of qualified personnel in personnel management, the lack of a clear personnel management strategy, low employee engagement, and the lack of professional and career development programs. Some measures have been proposed to solve these problems.

Keywords:personnel management, company positioning, labor market, quality personnel management, HR brand, employer brand