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Pesha A.V. [Sociological aspect of labour marketing] World of Science. Series: Sociology, Philology, Cultural Studies, 2017, Vol. 8, No. 4. Available at: https://sfk-mn.ru/PDF/02SFK417.pdf (in Russian).

Sociological aspect of labour marketing

Pesha Anastasiia Vladimirovna
Ural state university of economics, Russia, Yekaterinburg
E-mail: Myrabota2011@gmail.com

Abstract. The article considers relevant for the sociology of labor and sociology of marketing question related to marketing labor in Russia. The author notes that the convergence in different areas of scientific research in recent years, in consequence of which arose new directions in the sociology and marketing. The paper analyzes existing approaches and publications on the subject of marketing in the sphere of labour, emphasizes the ambiguity and inconsistency of ideas. It consists of a set of processes and relationships occurring at different levels – organizational, regional and state reflected in the concepts of marketing staff, marketing of the labor market and labor resources, and marketing workforce. The author proposes his own approach to the interpretation of the concept «marketing labor» and its relationship with the concepts of «marketing labor» and «marketing staff.» In the article author gives the analysis of the facts influencing elements and the marketing system of labour in the Russian Federation. It concludes, that marketing opportunities should use in the study of the conditions of the labour market and tracking key trends in the labour force for structure determination of human potential and for identify quantitative and qualitative requirements for the workforce and forecasting the need for human capital of the country.

Keywords: marketing; labour; marketing labour; sociology of work; labor force; labor market; marketing staff; marketing of the workforce

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