Olena Kravchenko, Ph.D.in Economics, Bohdan Khmelnytsky National University of Cherkasy, Ukraine

ORCID ID: 0000-0002-8776-4462
e-mail: olena_kravchenko17@ukr.net

Mykola Rudenko, D.Sc. (Economics), Professor, Bohdan Khmelnytsky National University of Cherkasy, Ukraine

ORCID ID: 0000-0002-1966-7695
e-mail: mykola_rudenko@ukr.net

Maryna Leshchenko, Ph.D.in Economics, Cherkasy State Technological University, Cherkasy, Ukraine

ORCID ID: 0000-0002-0210-9582
e-mail: mari.leshchenko@gmail.com

Forming Marketing Decisions in Employee Evaluation Criteria to Improve the Efficiency of Human Resource Management

Abstract. Introduction. In today’s business environment, which is characterized by high competitiveness and dynamic changes, effective human resources management becomes a key factor for the success of any organization. One of the important aspects of this process is the development and implementation of effective marketing solutions aimed at employee assessment. This allows not only to improve labor productivity, but also to increase employee motivation, which ultimately contributes to the achievement of the company’s strategic goals.

Purpose. The purpose of this paper is to systematize the criteria for marketing decisions and classify innovative approaches in the process of personnel evaluation in order to develop modern approaches to human resources development.

Results. Employee performance evaluation criteria can be an effective human resource management tool, which is why this service has recently become one of the most popular in the business consulting market. However, when implementing an appraisal system, it is important to avoid common mistakes that many companies make. First, it is important to choose the right assessment tools, which depends on your goals. If the focus is on determining an employee’s potential, methods such as competency interviews or aptitude tests should be used to make a decision on whether to add them to the talent pool. Determining the need for training requires a completely different approach, and by using the wrong tools, the company runs the risk of completely destroying employee motivation. Another common mistake is to compare employees to each other. However, developing standards that an employee of any position must meet, you can see that even leaders may not reach the required level set with regard to the strategic goals of the company. It is also important to be careful with various questionnaires – most of them are thoughtlessly translated from Western models designed for a different language, culture and mindset. Thus, the main conditions for the successful implementation of a personnel evaluation system are clarity of purpose, proper selection of tools, and support from qualified external or internal specialists.

Conclusions. The formulation of marketing solutions in employee evaluation criteria is an important tool for improving the efficiency of personnel management. The application of marketing principles allows us to develop individual approaches to employee evaluation and motivation, which helps to increase their productivity and loyalty to the company. The use of modern information technologies and regular feedback helps to optimize the evaluation process and ensure a high level of employee satisfaction.

Keywords: human resources management; marketing solutions; personnel evaluation; management decisions; productivity; criteria; ranking.

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