HUMAN RESOURCES AND PERSONNEL MARKETING MANAGEMENT IN BUSINESS PRACTICE FROM THE PERSPECTIVE OF GLOBALIZATION

Turbulent environment and global competition require that companies will be flexible and ready for a change. In terms of globalization, this means that a growing global population actively participates in global economic, technical and scientific activities. The development of science in the broadest sense and the creation of the information society are considered the main factors of the globalization process. Distribution of economic tasks between national economies contributes to their economic interdependence. The global economy supposes not only free trade but also liberalization in the whole complex of economic relations. Prerequisite of flexibility of corporation is flexible workforce that is not only prepared to change their professional profile, but is able to accept such changes. Enterprises tend to attract workers who not only have the necessary qualifications, but also desirable personality characteristics, who are optimally motivated and have the desired attitude to work and are flexible and ready to change. Today a personnel marketing is seen as a process to ensure the organization of long-term quality human resources and strategic potential. It is working closely with personnel management and forms the basis of information. It deals with target groups by different faun of communication in order to increase the attractiveness of the organization as a potential future employer. Personnel marketing is a relatively new field of theory and practice in the field of personnel activities of business practice.