ИММАНЕНТНЫЕ ОСОБЕННОСТИ МОДЕЛИ МАРКЕТИНГА ПЕРСОНАЛА ДЛЯ ПОКОЛЕНИЯ Z

Вестник НГИЭИ. 2021. № 10(125). С. 68–77.

Petrovskaya N.

Introduction. The article considers the immanent features of the personnel marketing model for Generation Z. Materials and Methods. The research is based on the works of foreign and Russian authors in the field of generational analysis. Various interpretations and time boundaries of the modern generation of teenagers are considered, their characteristic features are analyzed. Results. The relevance of studying the intergenerational specifics of the personnel marketing model is noted. The peculiarity of Generation Z is due to the development and spread of information and communication technologies. For them, the unification of the digital and physical world is a new norm, a «natural social landscape». Depending on the interpretations, the time limits of the generation also change significantly, some representatives of Generation Z are already beginning to enter the labor market, which requires employers to take new approaches to organizing work. Discussion. For Gen Z, the digital world is an integral part of their real world. For them, personalization is important, which can create certain difficulties for employers who have spent many years on unification, standardization and building hierarchies in organizations. Companies need to pay special attention to the development of the organization's brand in the digital space, using the HR marketing. Most representatives of Generation Z have their own brand, are open to cooperation, strive for dialogue, and share the idea of a shared consumption economy. As Generation Z begins to enter the labor market, employers get the opportunity to develop and use the strengths of this generation by using personnel marketing. Conclusion. The study made it possible to systematize the key characteristics of Generation Z, to identify the most attractive working conditions for them. The use of the personnel marketing complex, taking into account the generational-differentiated approach, will contribute to a more effective solution of issues of development and training, talent management, motivation to work and increase in work performance.

Keywords: маркетинг персонала, цифровое поколение, digital generation, теория поколений, degeneration theory, generation Z, «поколение Z», personnel marketing, HR marketing, phygital, HR-маркетинг, фиджитал