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:
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маркетинга в организации /[Электронный ресурс] // - Режим доступа: http://noe.virtass.ru
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/И.А. Скрынникова. – М.: Издательство Московского университета, 2012.
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/ [Электронный ресурс] // - Режим доступа: http://www.hr-portal.ru
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доступа: http://www.rusnauka.com