{"id":9007,"date":"2023-01-06T08:48:34","date_gmt":"2023-01-06T07:48:34","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=9007"},"modified":"2024-05-13T14:58:05","modified_gmt":"2024-05-13T12:58:05","slug":"objekt-personalneho-marketingu","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/objekt-personalneho-marketingu\/","title":{"rendered":"Objekt person\u00e1lneho marketingu"},"content":{"rendered":"

Objekt person\u00e1lneho marketingu<\/h2>\n

Objektom person\u00e1lneho marketingu je trh pr\u00e1ce. <\/strong>Tento predstavuje s\u00fa\u010das\u0165 pravidiel, syst\u00e9mov\u00fdch predpokladov, in\u0161titucion\u00e1lnych podmienok a mechanizmov fungovania dopytu a ponuky pracovn\u00fdch s\u00edl. Je to trh z\u00e1kladn\u00e9ho produk\u010dn\u00e9ho faktora, ktor\u00fd \u00fazko s\u00favis\u00ed s trhom ostatn\u00fdch produk\u010dn\u00fdch faktorov. Osobitosti trhu pr\u00e1ce vych\u00e1dzaj\u00fa z toho, \u017ee pr\u00e1ca je funkciou pracovnej sily a je \u00fazko sp\u00e4t\u00e1 s osobnos\u0165ou \u010dloveka. Pracovn\u00e1 sila na jednej strane vystupuje na trhu pod\u013ea rovnak\u00fdch z\u00e1sad a pravidiel ako ostatn\u00e9 vstupy: je to origin\u00e1lny \u010dinite\u013e s vlastnou produk\u010dnou schopnos\u0165ou. No na druhej strane je tento potenci\u00e1lny produk\u010dn\u00fd faktor ch\u00e1pan\u00fd ako \u201e\u013eudsk\u00fd kapit\u00e1l\u201c, resp. \u201e\u013eudsk\u00e9 zdroje\u201c ako reprezentant schopnost\u00ed, vedomost\u00ed, zru\u010dnost\u00ed a n\u00e1vykov \u013eud\u00ed, ktor\u00e9 s\u00fa vyu\u017e\u00edvan\u00e9 na realiz\u00e1ciu podnikov\u00fdch cie\u013eov.<\/p>\n

\u013dudsk\u00e9 zdroje a pracovn\u00e1 sila<\/h2>\n

Pojem \u201e\u013eudsk\u00e9 zdroje\u201c je \u0161ir\u0161\u00ed ako pojem \u201epracovn\u00e1 sila\u201c. Zah\u0155\u0148a okrem zdrojov pracovn\u00fdch s\u00edl aj cel\u00fd komplex demografick\u00e9ho v\u00fdvoja, pr\u00edpravy, rozvoja \u013eudsk\u00fdch zdrojov, ich uplat\u0148ovania v pracovnom procese, zah\u0155\u0148a soci\u00e1lne zabezpe\u010denie a hodnotov\u00fd syst\u00e9m \u013eud\u00ed vo vz\u0165ahu k sp\u00f4sobu pr\u00e1ce a \u017eivotn\u00e9mu \u0161t\u00fdlu v nadv\u00e4znosti na ich pracovn\u00e9 prostredie a na kult\u00farny syst\u00e9m spolo\u010dnosti. \u013dudsk\u00e9 zdroje predstavuj\u00fa \u013eudsk\u00fd potenci\u00e1l spolo\u010dnosti, ktor\u00fd je existen\u010dn\u00fdm z\u00e1kladom na zabezpe\u010denie trvale udr\u017eate\u013en\u00e9ho soci\u00e1lneho a ekonomick\u00e9ho rozvoja n\u00e1rodn\u00e9ho hospod\u00e1rstva. M. Armstrong vid\u00ed \u013eudsk\u00fd kapit\u00e1l ako jednu z troch zlo\u017eiek intelektu\u00e1lneho kapit\u00e1lu. Intelektu\u00e1lny kapit\u00e1l predstavuje \u013eudsk\u00fd faktor v organiz\u00e1cii, kombin\u00e1ciu inteligencie, schopnost\u00ed a zru\u010dnost\u00ed. Presnej\u0161ie povedan\u00e9, \u013eudsk\u00fd kapit\u00e1l spolu so spolo\u010densk\u00fdm a organiza\u010dn\u00fdm kapit\u00e1lom (naz\u00fdvan\u00fdm tie\u017e ako \u0161truktur\u00e1lny kapit\u00e1l), vytv\u00e1ra intelektu\u00e1lny kapit\u00e1l. Tento je pova\u017eovan\u00fd za nehmotn\u00e9 zdroje, tvoren\u00e9 znalos\u0165ami i z\u00e1sobami.
\nTak\u00e9to po\u0148atie intelektu\u00e1lneho kapit\u00e1lu signalizuje, \u017ee aj ke\u010f nosite\u013eom znalost\u00ed je jednotlivec, tieto znalosti sa roz\u0161iruj\u00fa medzi pracovnou silou (ako spolo\u010densk\u00fd kapit\u00e1l) za \u00fa\u010delom generovania znalost\u00ed organiz\u00e1cie ako celku (organiza\u010dn\u00fd kapit\u00e1l). Jadro tejto koncepcie spo\u010d\u00edva v poznan\u00ed, \u017ee hmotn\u00e9 akt\u00edva organiz\u00e1cie ako p\u00f4da, dovy, stroje, financie a \u010fal\u0161ie akt\u00edva veden\u00e9 v \u00fa\u010dtovn\u00edctve, s\u00fa menej cenn\u00e9 ako nehmotn\u00e9, spravidla nezachyten\u00e9 v \u00fa\u010dtovn\u00fdch syst\u00e9moch. To je d\u00f4vod, pre\u010do je aj pod\u013ea M. Armstronga potrebn\u00e9 zamera\u0165 sa na \u013eudsk\u00fd kapit\u00e1l: to, \u010do vytv\u00e1ra hodnotu, s\u00fa znalosti a zru\u010dnosti jedincov. Intelektu\u00e1lny kapit\u00e1l (alebo tie\u017e poznatky pracovnej sily) za\u010d\u00edna predstavova\u0165 priamu konkuren\u010dn\u00fa v\u00fdhodu podnikov. \u013dudsk\u00e9 zdroje sa tak st\u00e1vaj\u00fa \u010dinite\u013eom nepretr\u017eitej transform\u00e1cie, formovania procesov a podnikovej kult\u00fary, \u010d\u00edm zvy\u0161uj\u00fa potenci\u00e1l podniku pre zmenu.<\/p>\n

Trh pr\u00e1ce<\/h2>\n

Trh pr\u00e1ce je miesto stretu zamestn\u00e1vate\u013eov a vlastn\u00edkov pracovnej sily, teda zamestnancov. Pod\u013ea M. Antalovej je trh pr\u00e1ce tvoren\u00fd dvoma dimenziami:<\/p>\n

    \n
  • dopytom po pr\u00e1ci, ktor\u00fd m\u00f4\u017eeme charakterizova\u0165 aj ako spolo\u010densk\u00fa potrebu jednotliv\u00fdch profesi\u00ed,<\/li>\n
  • ponukou pr\u00e1ce reprezentovanej ekonomicky akt\u00edvnym obyvate\u013estvom.<\/li>\n<\/ul>\n

    Tak na strane ponuky ako aj na strane dopytu na trhu pr\u00e1ce existuj\u00fa ur\u010dit\u00e9 zvl\u00e1\u0161tnosti a konkuren\u010dn\u00e9 vz\u0165ahy, ktor\u00e9 sa prejavuj\u00fa napr\u00edklad t\u00fdm, \u017ee trh pr\u00e1ce funguje ako nedokonale konkuren\u010dn\u00fd, \u010do vypl\u00fdva z existencie ur\u010dit\u00fdch obmedzen\u00ed na obidvoch z\u00fa\u010dastnen\u00fdch stran\u00e1ch (ponuky i dopytu). Niektor\u00ed autori pova\u017euj\u00fa trh pr\u00e1ce za priestor, kde sa zamestnanci a zamestn\u00e1vatelia dohaduj\u00fa o podmienkach pr\u00e1ce, in\u00ed v \u0148om vidia vo\u013en\u00fa s\u00fa\u0165a\u017e pracovn\u00fdch s\u00edl alebo len miesto k\u00fapi a predaja pr\u00e1ce. Trh pr\u00e1ce tie\u017e predstavuje distribu\u010dn\u00fd mechanizmus, or\u00fd rie\u0161i probl\u00e9m dvojitej alok\u00e1cie: do v\u00fdrobn\u00e9ho procesu mus\u00ed by\u0165 pon\u00faknut\u00e1 pracovn\u00e1 sila v po\u017eadovanej \u0161trukt\u00fare, a n\u00e1sledne t\u00e1to mus\u00ed by\u0165 zabezpe\u010den\u00e1 pe\u0148a\u017en\u00fdmi i soci\u00e1lnymi prostriedkami.<\/p>\n

    Koncepcia person\u00e1lneho marketingu<\/h2>\n

    Z h\u013eadiska tvorby koncepcie person\u00e1lneho marketingu je d\u00f4le\u017eit\u00e1 skuto\u010dnos\u0165, \u017ee region\u00e1lny trh pr\u00e1ce je ve\u013emi heterog\u00e9nny a teda ve\u013emi segmentovan\u00fd. Segment\u00e1cia je jav relat\u00edvne stabiln\u00fd a jej zmeny s\u00fa mo\u017en\u00e9 len v dlh\u0161om \u010dasovom obdob\u00ed. Je tu preto existencia uzavret\u00fdch diel\u010d\u00edch trhov, ktor\u00e9 si navz\u00e1jom nekonkuruj\u00fa a trh je m\u00e1lo mobiln\u00fd. D\u00f4le\u017eit\u00fdm z h\u013eadiska existencie podniku je prieskum trhu pr\u00e1ce, ktor\u00fd by mal by\u0165 zameran\u00fd na popula\u010dn\u00fd v\u00fdvoj, reprodukciu pracovn\u00fdch zdrojov, \u00fazemn\u00fa diferenci\u00e1ciu, ako aj soci\u00e1lne i ekonomick\u00e9 podmienky. Zvl\u00e1\u0161tnos\u0165ou trhu pr\u00e1ce je aj to, \u017ee okrem ekonomick\u00fdch s\u00favislost\u00ed obsahuje aj d\u00f4le\u017eit\u00e9 soci\u00e1lne s\u00favislosti, preto\u017ee sa vz\u0165ahuje na v\u0161etk\u00fdch \u013eud\u00ed (ako na potenci\u00e1lnych zamestnancov), zah\u0155\u0148a podmienky zamestnania, existuje aj na geografick\u00fdch \u00fazemiach s nulovou ponukou pracovn\u00fdch s\u00edl, funguje v rozmanit\u00fdch form\u00e1ch a mus\u00ed po\u010d\u00edta\u0165 so \u0161pecifikami \u013eudsk\u00fdch zdrojov.
    \nPri formovan\u00ed koncepcie person\u00e1lneho marketingu je treba ma\u0165 na zreteli i skuto\u010dnos\u0165, \u017ee trh pr\u00e1ce je okrem p\u00f4sobenia ponuky a dopytu a vplyvu trhu spotrebn\u00fdch tovarov a slu\u017eieb aj pod siln\u00fdm vplyvom \u0161t\u00e1tu (politika zamestnanosti, pracovn\u00e1 legislat\u00edva, soci\u00e1lna \u010di d\u00f4chodkov\u00e1 politika a in\u00e9 oblasti akt\u00edvneho p\u00f4sobenia \u0161t\u00e1tu) a pod vplyvom odborov.
    \nKoncepcia, politika a mechanizmus trhu pr\u00e1ce SR vych\u00e1dzaj\u00fa z uplat\u0148ovan\u00e9ho modelu, ktor\u00fd sa prijal po za\u010dat\u00ed transforma\u010dn\u00e9ho procesu. Z\u00e1kladom tohto modelu je lep\u0161ia adaptabilnos\u0165 ekonomiky pri obnovovan\u00ed rovnov\u00e1hy medzi ponukou a dopytom po pr\u00e1ci a minimaliz\u00e1cia nerovnov\u00e1hy utv\u00e1ran\u00edm podmienok pre vznik nov\u00fdch pracovn\u00fdch pr\u00edle\u017eitost\u00ed. Ka\u017ed\u00e1 z transformuj\u00facich sa ekonom\u00edk sa od za\u010diatku transform\u00e1cie stretla s probl\u00e9mom nerovnov\u00e1hy na trhu pr\u00e1ce, ktor\u00e1 vy\u00fastila do pomerne vysokej miery nezamestnanosti. V Eur\u00f3pe prevl\u00e1daj\u00fa dve n\u00e1zorov\u00e9 orient\u00e1cie, ktor\u00e9 n\u00e1sledne ovplyv\u0148uj\u00fa postoje k trhu pr\u00e1ce. Je to liber\u00e1lny (resp. liber\u00e1lno-konzervat\u00edvny) smer, ktor\u00fd sa sna\u017e\u00ed zni\u017eova\u0165 nezamestnanos\u0165 vytv\u00e1ran\u00edm podmienok pre bud\u00facu tvorbu nov\u00fdch pracovn\u00fdch miest. Jeho logiku mo\u017eno zhrn\u00fa\u0165 nasledovne: dne\u0161n\u00e9 zisky predstavuj\u00fa zajtraj\u0161ie invest\u00edcie, predov\u0161etk\u00fdm do nov\u00fdch pracovn\u00fdch miest a \u0161t\u00e1tna podpora konkuren\u010dnej schopnosti podnikov je ch\u00e1pan\u00e1 ako podmienka plnej zamestnanosti. Druh\u00fd smer je tzv. soci\u00e1lne orientovan\u00fd sm\u011br, alebo tie\u017e Keynesi\u00e1nsky smer, ktor\u00fd je typick\u00fd aj pre SR. Tento smer presadzuje rovnos\u0165 \u0161anc\u00ed, slobodu \u010dloveka \u010di pln\u00fa zamestnanos\u0165. Na jednej strane keynesi\u00e1nsky ekon\u00f3movia odpor\u00fa\u010daj\u00fa \u0161t\u00e1tu realizova\u0165 akt\u00edvnu politiku podporu dopytu (soci\u00e1lna politika), no na druhej strane udr\u017eiavanie a vytv\u00e1ranie nov\u00fdch pracovn\u00fdch miest pova\u017euj\u00fa za formu stabiliz\u00e1cie verejn\u00fdch financi\u00ed. Mo\u017eno kon\u0161tatova\u0165, \u017ee aj v najliber\u00e1lnej\u0161ej ekonomike sa presadzuj\u00fa ur\u010dit\u00e9 prvky soci\u00e1lneho \u0161t\u00e1tu. Pre \u0161t\u00e1ty Eur\u00f3py zjednoten\u00e9 v E\u00da plat\u00ed variant \u0161ir\u0161ej, a\u017e univerz\u00e1lnej spolu\u00fa\u010dasti \u0161t\u00e1tu na rie\u0161en\u00ed uveden\u00fdch probl\u00e9mov.<\/p>\n

    Person\u00e1lny marketing a trh pr\u00e1ce na Slovensku<\/h2>\n

    Trh pr\u00e1ce SR zatia\u013e nedostato\u010dne zhodnocuje ponuku a dopyt po pracovnej sile v eur\u00f3pskom priestore. V\u00edzie o masovej migr\u00e1cii v r\u00e1mci E\u00da sa nenaplnili, no pre slovensk\u00fd trh pr\u00e1ce predstavuj\u00fa na jednej strane hrozbu a na druhej pr\u00edle\u017eitos\u0165, v\u00fdhody v oblasti vyu\u017e\u00edvania \u013eudsk\u00fdch zdrojov, ako aj zv\u00fd\u0161enie konkurencieschopnosti na trhu pr\u00e1ce. Migr\u00e1ciu mo\u017eno ch\u00e1pa\u0165 nie len ako negat\u00edvum, ale aj ako sp\u00f4sob rastu ekonomickej efekt\u00edvnosti: pracovn\u00e1 sila odch\u00e1dza do oblast\u00ed, kde dosiahne vy\u0161\u0161iu produktivitu, za ktor\u00fa o\u010dak\u00e1va aj vy\u0161\u0161iu mzdu. Sk\u00fasenosti migr\u00e1cie pracovn\u00fdch s\u00edl v E\u00da potvrdzuj\u00fa, \u017ee hlavn\u00fdmi ekonomick\u00fdmi faktormi migr\u00e1cie za pr\u00e1cou s\u00fa obchodn\u00e9 vz\u0165ahy medzi krajinami, rozdielne mzdy a aktu\u00e1lna situ\u00e1cia na trhu pr\u00e1ce. Migra\u010dn\u00e1 politika E\u00da je determinovan\u00e1 faktormi ako demografick\u00fd v\u00fdvoj v \u010dlensk\u00fdch \u0161t\u00e1toch \u00fanie, ochrana trhu pr\u00e1ce v bohat\u0161\u00edch \u0161t\u00e1toch \u00fanie a snaha chudobnej\u0161\u00edch \u0161t\u00e1tov \u00fanie o otvorenie trhu pr\u00e1ce pre ich ob\u010danov vo v\u0161etk\u00fdch \u010dlensk\u00fdch \u0161t\u00e1toch. V Eur\u00f3pe v\u0161ak existuje pomerne mal\u00e1 migr\u00e1cia medzi jednotliv\u00fdmi \u0161t\u00e1tmi. Za posledn\u00fdch 30 rokov po\u010det Eur\u00f3panov, ktor\u00ed \u017eij\u00fa v inej krajine ako v krajine p\u00f4vodu, zost\u00e1va na \u00farovni 1,5%. Vysok\u00e1 miera nezamestnanosti a n\u00edzka \u00farove\u0148 d\u00f4chodkov zohrali k\u013e\u00fa\u010dov\u00fa \u00falohu aj pri migr\u00e1cii slovenskej pracovnej sily. Pracovn\u00e9 miesta pon\u00f4kan\u00e9 na trhu pr\u00e1ce vo vyspelej\u0161\u00edch krajin\u00e1ch obsadzuje mlad\u00e1 a vzdelan\u00e1 pracovn\u00e1 sila, ktor\u00e1 odch\u00e1dza zo svojich domovsk\u00fdch trhov pr\u00e1ce, \u010d\u00edm \u0161tartuje procesy migr\u00e1cie a odlivu pracovnej sily. Vyrie\u0161i\u0165 odliv kvalifikovanej pracovnej sily do zahrani\u010dia by mohol pom\u00f4c\u0165 pr\u00e1ve person\u00e1lny marketing: sp\u00f4sob z\u00edskania a udr\u017eania si pracovnej sily ako \u013eudsk\u00e9ho kapit\u00e1lu cez budovanie dobr\u00e9ho zamestn\u00e1vate\u013esk\u00e9ho mena podniku ako aj cez tvorbu podnikovej kult\u00fary.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Objekt person\u00e1lneho marketingu Objektom person\u00e1lneho marketingu je trh pr\u00e1ce. Tento predstavuje s\u00fa\u010das\u0165 pravidiel, syst\u00e9mov\u00fdch predpokladov, in\u0161titucion\u00e1lnych podmienok a mechanizmov fungovania dopytu a ponuky pracovn\u00fdch s\u00edl. … <\/p>\n","protected":false},"author":17,"featured_media":25020,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[77,549],"tags":[],"class_list":["post-9007","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ludia","category-pracujem"],"yoast_head":"\nObjekt person\u00e1lneho marketingu<\/title>\n<meta name=\"description\" content=\"Trh pr\u00e1ce ako objekt person\u00e1lneho marketingu. Koncepcia person\u00e1lneho marketingu. 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