Modern approaches to the use of personnel marketing in the catering market

About the authors:

Larisa E. Zamuraeva, Cand. Sci (Econ.), Associate Professor, Associate Professor of the Department of Management and Business, University of Tyumen, Tyumen, Russia

l.e.zamuraeva@utmn.ru; https://orcid.org/ 0000-0002-1454-6632, Author ID: 324880

Yuri A. Shalamov, Master Student, Department of Management and Business, University of Tyumen, Tyumen, Russia

stud0000257959@utmn.ru

Nadezhda V. Krasovskaya, Cand. Sci (Econ.), Associate Professor, Department of Management and Business, University of Tyumen, Tyumen, Russia

n.v.krasovskaya@utmn.ru, https://orcid.org/0000-0002-6989-9742, Author ID: 356092

Ksenia D. Shalamova, Graduate (Management), Tyumen, Russia

ksenija.naidenova@yandex.ru

Abstract:

The catering market is one of the most dynamic and competitive sectors of the modern economy. Its sustainable development directly depends not only on the level of service but also on the ability to attract and retain qualified and motivated personnel, including through the use of HR marketing tools. The purpose of this paper is to generalize modern approaches to personnel marketing and identify areas for improving personnel marketing in the catering industry based on a study of the discrepancy between the employer brand and the actual experience of employees. The article systematizes the tools of external and internal marketing of the organization’s personnel, and identifies the features and trends of personnel marketing in the catering sector. A marketing study of a catering organization was conducted to assess the extent of the gap between the declared HR brand and the actual experience of employees. Critical issues leading to low loyalty were identified. A set of interrelated approaches aimed at aligning the employer brand with the employee experience was proposed.

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