Human capital of student youth as a subject of personnel marketing
The relevance of the stated research problem is determined by the special role of student youth as the main engine in building up and updating the country's human capital, thereby forming the foundation of its long-term stability and modernization potential. nflated expectations (primarily regarding salary) when entering the labour market can lead to unsuccessful job searches. This can reduce students' human capital by casting doubt on their capabilities, qualifications, and even the suitability of their chosen profession. Correctly structured personnel marketing helps to adjust students' expectations, providing them with a clear understanding of career prospects, thereby preserving and increasing their human capital. The scientific problem lies in the contradiction between the need to develop and implement the human capital of student youth in the modern labor market and the lack of practice in applying HR marketing mechanisms that allow for targeted attraction, development and retention of young personnel. The formulation and prospects for solving the problem are associated with the need to analyse the experience of implementing human capital among student youth empirically, and to determine the key points of applying personnel marketing tools to this process. For conceptualization, the work used general and specific methods of scientific research (analysis, synthesis, analogy, comparison, specification, the method of formal-logical analysis, graphic, structural-functional methods), as well as a set of sociological research methods (questionnaire survey, semi-structured in-depth interview). Research Results. Understanding the specifics of the processes of implementing the human capital of student youth allows us to conclude that it is necessary to consider it as a separate category, which is due to the presence of a number of features in comparison with other age groups. The use of sociological methods made it possible to supplement the analysis and substantiate the main tools of personnel marketing aimed at both attracting and retaining and increasing the involvement of young people in the activities of the employer. Conclusions. In total, the human capital of young people is distinguished by a combination of high learning ability, digital and innovative competencies with a deficit of experience, resources and stable social connections. This makes the younger generation both the main driver of transformations and the most sensitive group to structural imbalances in the labor market. HR marketing can act as a link (“bridge”) between the potential human capital of student youth and its practical implementation in the economy. Its competent application accelerates the transformation of knowledge and skills into productive work, strengthening the competitiveness of companies and the national economy as a whole.
Gaidukova, G. N. (2025), “Human capital of student youth as a subject of personnel marketing”, Research Result. Sociology and management, 11 (3), 243-262. DOI: 10.18413/2408-9338-2025-11-3-1-4.
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