Магистрант Шамрай Д.В.

К.п.н., доцент Гоголева М.А.

Институт сферы обслуживания и предпринимательства (филиал) ДГТУ, Шахты

Use of innovative technologies in policy of internal marketing

 

Currently in ensuring competitiveness of the enterprise internal factors play an important role. Transition from the industrial competition to informational, evolution of consumer preferences, high level of uncertainty of environment make this process easier. The central place in this process is taken by formation and development of system of internal marketing of the organization which will allow to increase possibilities of firm for effective satisfaction of requirements, and respectively, deduction of external clients that will allow to provide steady competitive advantage in the market.

Internal marketing is the administrative activities focused on the personnel for ensuring effective implementation with employees of objectives for achievement of the planned marketing purposes of the organization [1].

The most developed practical aspect of internal marketing is the intra firm market research, which purpose is to find out "satisfaction" of employees of the company with "goods and services" of separate divisions and the company as a whole. The companies in which a large number of employees- professionals work where they for a number of reasons can possess low level of loyalty, need such marketing: they don't consider themselves simply subordinated, they realize that the company needs them more, than they it.

Estimated technologies allow to reveal bottlenecks in the management of the enterprise personnel as a whole and its separate structures of divisions and to develop measures which will promote more intensive and interesting work. For an assessment of internal marketing it is possible to use a number of techniques which will allow to define the level of its development and adaptation, to estimate efficiency of activity of the personnel, to measure its loyalty in relation to the company. It includes the following:

- The analysis "importance - execution" in combination with the theory of motivation of work by F. Gertsberg;

- Marketing & Communications Agency (MCA) method;

- Measurement of loyalty of the personnel by the Organizational Commitment Questionnaire (OCQ) method;

- Determination of customer focus of the company [2].

The tools to increase the efficiency of internal marketing are in many respects borrowed from the external marketing. However, according to the results of researches these tools are improved not so actively and it still remains a problem.

According to the research 80% of the interrogated companies still give preference to such means of communications as top manager’s speech to employees. As the experiment shows, such type of interaction cannot always be an example of real feedback as not many workers can dare to ask a company management questions.

In figure 1feedback mechanisms used at the enterprises are presented.

 

Figure 1 – Feedback mechanisms with employees

 

Information which has to be got by the staff of the company doesn’t reach them completely. According to the results of the research "Internal Communications and Internal Marketing as Instruments of Realization of Mission and Company Strategy" 85% of respondents told that they report to colleagues about changes in the management. 80% of firms inform the personnel about new employees. At the same time only 60% of the interviewed confessed that they reported about company’s mission and a position of the organization.

The companies dealing with a question of a choice of instruments of communications turned out to be not modern enough. It is proved by the fact that such tools as corporate forums and chats appeared on the last place. They are used by less than 30% of respondents. Social networks are not very popular what is surprising at modern development of technologies. However 80% of the companies prefer mailing groups for communication with employees. [3].

One of the directions of internal marketing HR marketing can be considered. HR marketing is a new, modern approach to formation of HR systems. It allows to build such relations at which the HR manager works with the personnel as well as with clients to whom the enterprise provides essential market service, namely work on hiring. Thus possible candidates to employment in the organization and the workers dismissed from the organization are considered as external clients, and present worker is considered as the internal client of the enterprise who has already got in temporary use this service. It is claimed that such client approach to workers allows to develop a service and innovative component in human resource management under strategic and operational tasks of the organization. It also gives the chance to consider as much complexity of tasks in human resource management as possible, to improve organizational culture, the sphere of business and management style in the company [4].

Strategic objective of HR marketing is creation of such reputation at which potential employees will seek for work for the organization, and also formation of loyalty of already working staff of firm.

According to the research of the Deloitte company, five leading tendencies which form or have to form management of the personnel and HR strategy are defined.

These quite modern tendencies nowadays include:

- future leadership;

- change by the management of rules of HR game;

- improvement of activity of the company;

- fight for development of personnel potential;

- HR function transformation for the solution of new business challenges.

According to global leaders who took part in "Deloitte" poll, among only appearing tendencies the leading are such as:

- open organization of personnel administration;

- analytics in the field of human resource management [5].

In HR marketing the individual approach to each potential employee is important. Now there is a mass of the technologies, capable to help to perform any work. Employers should understand that modern technologies provide a way to simplify, but not to replace this personal contact. Virtual fairs of vacancies and fact-finding conversations are capable to attract candidates who appreciate the personified approach [6].

Today the employee of the company is not simply a performer of any certain type of work, now it is the resource providing competitiveness of the organization. It becomes the reason of need not only for training and professional career, but also disclosure of potential of the personality due to effective management and interaction. And to motivate with one of the tools, allowing to open the internal potential of the employee in the course of activity implementation, "coaching" is used.

Today, the term "coaching" is widespread practically in all economically developed countries and was of particular importance in the HR management sphere. In the world there are about 40 thousand business-coachers who in common generate about USD1,5 billion dollars, and advise top managers of leading companies of a planet [7].

In the conditions of formation of the market relations the role of psychological methods of control over the personnel amplifies. Therefore it is necessary to start studying of parameters of a psychological portrait of the personality and make up decisions taking into account these parameters.

 

Bibliography:

И.С. Механизмы формирования и развития 1. Неганова внутреннего маркетинга в организации /[Электронный ресурс] // - Режим доступа: http://noe.virtass.ru

2. Скрынникова И.А. Маркетинг в сфере услуг. Учебное пособие /И.А. Скрынникова. – М.: Издательство Московского университета, 2012.

3. Компании игнорируют соц.сети и чаты при общении с сотрудниками /[Электронный ресурс] // - Режим доступа: http://opec.ru 2014.

4. Институт банковского дела АРБ, г. Москва. HR–маркетинг /[Электронный ресурс] // - Режим доступа: http://bankir.ru

5. Расширяя горизонты. Тенденции в области управления персоналом — 2013 /[Электронный ресурс] // - Режим доступа: http://www.deloitte.com

6. Bailey M. 4 важных тенденции 2014 года в HR-сфере / [Электронный ресурс] // - Режим доступа: http://www.hr-portal.ru

7. Нестеренко Л.А., Федорова А.А. Коучинг как инновационный метод управления персоналом предприятия /[Электронный ресурс] // - Режим доступа: http://www.rusnauka.com