, associate professor, Kharkiv, Pushinska, 77

In heading

Economic theory;

Signed print


Issues number

2020 - № 4 (43)



Type of articles

Scientific article

Code UDK

339.138; 005.952.2

ISSN print



Problem setting. The development of the theory and practice of HR marketing in Ukraine faces a number of problems. There is a need to indicate basic peculiarities of the economic system stipulating the domestic specificity of HR marketing and creating obstacles for its improvement. This process underpins an opportunity for developing a complex of measures being necessary for solving problems concerned with the development of HR
marketing. Analysis of recent research and publications. In Ukraine, problems of HR marketing are studied by numerous scientists, particularly А. Babenko, A. Тelnov, S. Reshmidilova, K. Pryakhina, S. Yaromich, N. Antonenkova, O. Beketova, O. Vartanova, Y. Kostynets, S. Kovalchuk, О. Bogoyavlensky, L. Semenova, O. Kryvoruchko, O. Gladka, O. Sardak, O. Getman, A. Tsybulko, T. Len’, L. Bazaliieva, D. Gryshchenko, etc. It is important to fill a gap in the research such as basic problems and conditions of development of HR marketing in Ukraine.
Objective of the paper. The objective of the paper is to disclose basic problems of HR marketing in Ukraine and to offer a complex of measures being necessary for creating the beneficial conditions for development of HR marketing.
Main findings. To understand the essence of problems of HR marketing in Ukraine and peculiarities of its development, it is necessary to take notice of the following phenomena: the absence of conditions for the free market exchange; underdevelopment of economic competition in general; imperfectness of competition in the labour market; underdevelopment of the theory and practice of HR marketing. The primary reasons for the aforementioned problems are as follows: the entrenchment of traditions of the unformal interaction between business entities and the government; development of discretionary regulation of the economy; legislative and organizational
preconditions for the abuse of authority and irresponsibility of politicians and public officials endorsed over the past decades; absence of efficient anti-corruption institutions. To create system frameworks for forming HR marketing in Ukraine being able to absorb the best experience of developed countries, there is a necessity to: restrict government
regulation of the economy at the appropriate minimum level; reduce opportunities of applying the discretionary authority; improve administration of the public sector of the economy; enhance transparency of public procurements; proceed development of anticorruption institutions; foster development of the labour market and its infrastructure;
improve government regulation of social and labour relations; create conditions for engaging the direct foreign investments (to import foreign methods and principles for HR management); it is important to increase the social security for the temporary unemployed in the long run.
Conclusions. To develop the theory and practice of HR marketing in Ukraine, there is a need to create conditions for market competition, which will enable this direction of marketing to be demanded by organizations.
Short abstract for an article
Abstract. The author has disclosed basic peculiarities of the economic system stipulating the specificity of HR marketing in Ukraine. The article reveals obstacles for development of efficient HR marketing being able to absorb the best experience of countries with the developed market economy. The author has offered the complex of measures being essential for creating conducive conditions for development of HR marketing.


marketing, HR marketing, reforms in Ukraine, market transformation, rent-seeking, tackling corruption.


External reviewer

Article in PDF



1. Semenova, L. Yu. (2014). Marketynhovi pidkhody v upravlinni personalom [Marketing approaches in personnel management]. Investytsii: praktyka ta dosvid – Investment: Practice and Experience, 5, 51–55. Retrieved from ipd_2014_5_13 [in Ukrainian].
2. Len’, T. V. (2014). Teoretyko-metodolohichni zasady marketynhu personalu na pidpryiemstvi [Theoretical and methodological principles of marketing personnel at the enterprise]. Visnyk Natsionalnoho universytetu «Lvivska politekhnika». Lohistyka – Bulletin of the National University «Lviv Polytechnic». Logistics, 811, 197–201.
Retrieved from [in Ukrainian]. 3. Gladka, O. I. (2015). Sutnist ta porivnialna kharakterystyka vnutrishnoho ta zovnishnoho marketynhu personalu [Essence and comparative characteristics of personnel internal and external marketing]. Ekonomika transportnoho kompleksu – Economy of the
transport complex, 26, 143–155. Retrieved from ektk_2015_26_13 [in Ukrainian].
4. Gladka, O. I. (2014). Kontrol marketynhu personalu na pidpryiemstvi [Personnel marketing control within the enterprise]. Ekonomika transportnoho kompleksu – Economy of the transport complex, 23, 145–155. Retrieved from UJRN/ektk_2014_23_15 [in Ukrainian].
5. Kryvoruchko, O. M., & Gladka, O. I. (2016). Obgruntuvannia kontseptsii marketynhu personalu [Substantiation of the personnel marketing concept]. Ekonomika transportnoho kompleksu – Economy of the transport complex, 27, 5–14. Retrieved from [in Ukrainian].
6. Kryvoruchko, O. M., & Gladka, O. I. (2013). Obgruntuvannia ta vybir napriamiv realizatsii marketynhu personalu pidpryiemstva [Justification and selection of directions of realisation of marketing of company’s personnel]. Biznes Inform – Business Inform, 5, 338–344. Retrieved from [in Ukrainian].
7. Yaromich, S. A., Beketova, O. A., & Antonenkova, N. A. (2019). Osoblyvosti marketynhu personalu transportno-ekspedytorskykh pidpryiemstv Ukrainy [Features of marketing to personnel of transport and forwarding facilities of Ukraine]. Naukovyi pohliad: ekonomika ta upravlinnia – Scientific View: Economics and Management, 3, 177–184. Retrieved from [in Ukrainian].
8. Vartanova, O. V. (2019). Zabezpechennia stiikosti personalu na osnovi tekhnolohii marketynhu personalu [Providing the staff resilience of the company based on the personnel marketing technologies]. Problemy systemnoho pidkhodu v ekonomitsi – Problems of systemic approach in the economy, 4 (1), 78–83. Retrieved from %281 %29__14 [in Ukrainian].
9. Khimijchuk, G. M., & Petrashchak, O. O. (2013). Vykorystannia vnutrishnoho marketynhu yak shliakh do pidvyshchennia efektyvnosti upravlinnia personalom [Use of internal marketing as a way to increase the efficiency of personnel management]. Visnyk Odeskoho natsionalnoho universytetu. Seriia: Ekonomika – Odessa National
University Herald. Economy, 4 (3), 165–168. Retrieved from Vonu_econ_2013_18_4 %283 %29__44 [in Ukrainian]. 10. Sardak, O. V. (2014). Vybir modeli stratehichnoho upravlinnia personal-marketynhom
pidpryiemstva [Choice of a model for strategic management of personnel-marketing of the enterprise]. Naukovyi visnyk NLTU Ukrainy – Scientific Bulletin of UNFU, 24 (1), 177–182. Retrieved from [in Ukrainian].
11. Gryshchenko, D. H. (2014). Formuvannia systemy marketynhu liudskykh resursiv za dopomohoiu vykorystannia innovatsiinykh metodiv upravlinnia personalom pidpryiemstv [Modelling the HR marketing system by using the innovative methods of HR management at the enterprises]. Naukovi pratsi Natsionalnoho universytetu kharchovykh tekhnolohii – Scientific works of National university of food technologies, 20 (5), 115–124. Retrieved from [in Ukrainian].
12. Telnov, A. S., & Reshmidilova, S. L. (2019). Osoblyvosti otsinky dilovykh yakostei pratsivnykiv pidpryiemstva na zasadakh marketynhu personalu [The peculiarities ofenterprise employees business qualities evaluation on the basis of personnel marketing]. Visnyk Khmelnytskoho natsionalnoho universytetu. Ekonomichni nauky – Herald of
Khmelnytskyi national university. Economic sciences, 5, 243–248. Retrieved from [in Ukrainian].
13. Pryakhina, K. A. (2019). Marketynh personalu mashynobudivnykh pidpryiemstv [Personnel marketing of machine-building enterprises]. Vcheni zapysky Tavriiskoho natsionalnoho universytetu imeni V.I. Vernadskoho. Seriia: Ekonomika i upravlinnia – Scientific notes of Taurida National V.I. Vernadsky University. Series: Economy and
Management, 30 (69), 5 (1), 83–88. Retrieved from econ_2019_30 %2869 %29_5 %281 %29__17 [in Ukrainian].
14. Babenko, A. H., & Tsybulko, A. I. (2017). Marketynh personalu yak bazys formuvannia HR-brendu rehionu [Personnel marketing as a basis for HR-brand of the region formation]. Prychornomorski ekonomichni studii – Black sea economic studies, 15, 131–135. Retrieved from [in Ukrainian].
15. Getman, O. O., & Tsybulko, A. I. (2014). Rozvytok suchasnykh marketynhovykh personal-tekhnolohii u diialnosti vitchyznianykh pidpryiemstv [Development of modern marketing staff-technologies in the activities of domestic enterprises]. Visnyk Zaporizkoho natsionalnoho universytetu. Ekonomichni nauky – Bulletin of Zaporizhzhia
National University. Economic sciences, 2, 5–15. Retrieved from UJRN/Vznu_eco_2014_2_3 [in Ukrainian].
16. Kostynets, Y. V. (2015). Suchasni kontseptsii motyvatsii yak instrumenty marketynhu personalu v systemi vnutrishnoho marketynhu pidpryiemstva [The modern concepts of motivation as a personnel marketing tools in the system of enterprise internal marketing]. Naukovyi visnyk Khersonskoho derzhavnoho universytetu. Seriia: Ekonomichni nauky – Scientific Bulletin of Kherson State University. Series: Economic Sciences, 13 (3), 38–40. Retrieved from en_2015_13 %283 %29__10 [in Ukrainian].
17. Bogoyavlensky, О. V. (2017). Formuvannia loialnosti personalu v umovakh kontseptsii vnutrishnoho marketynhu [Formation of employee loyalty using the concept of internal marketing]. Visnyk ekonomiky transportu i promyslovosti – The bulletin of transport and industry economics, 59, 216–224. Retrieved from
Vetp_2017_59_31 [in Ukrainian].
18. Bazaliieva, L. V. (2016). Upravlenie transaktsionnyimi izderzhkami opportunisticheskogo povedeniya personala predpriyatiya na osnove kontseptsii vnutrennego marketinga [Management of Transaction Costs of the Opportunistic Behavior of the Enterprise’s Staff on the Basis of the Concept of Internal Marketing]. Biznes Inform – Business
Inform, 5, 220–224. Retrieved from [in Russian].
19. Kovalchuk, S. V. (2017). Zastosuvannia stsenarnoho pidkhodu do vprovadzhennia marketynhovykh stratehii upravlinnia personalom u diialnist mashynobudivnykh pidpryiemstv [Application of scenario approach to implementation of marketing strategies of personnel management in machinebuilding enterprises’ activity]. Visnyk
Khmelnytskoho natsionalnoho universytetu. Ekonomichni nauky – Herald of Khmelnytskyi national university. Economic sciences, 6 (1), 7–16. Retrieved from %281 %29__3 [in Ukrainian].

Code DOI