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Abstract

In recent years, organizations have shown growing interest and increasing enthusiasm for Human Resource (HR) Marketing, a new approach to managing human capital within organizations. The human resources department has become a strategic function at the core of the organization, attracting the attention of all stakeholders and facing rising expectations in terms of performance, employee motivation, retention, and long-term organizational sustainability. In this context, human resource managers have increasingly adopted marketing principles and practices to attract prospective employees, facilitate their integration into the organization, and encourage them to remain with the company, particularly high-potential talent who are actively sought after by competitors. As a result, employee retention and loyalty have become major challenges in an increasingly uncertain labor market. This article explores the convergence between human resource management and marketing by examining how marketing concepts, techniques, and practices can be leveraged to enhance organizational performance and competitiveness while strengthening employer attractiveness and employee retention.

DOI

10.66499/2665-7112.1617

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