CREATING AN INDIVIDUAL DEVELOPMENT PLAN FOR A SPECIALIST AS A TOOL FOR HR-MARKETING

The article is devoted to the study of the individual development plan (IDP) of a specialist as an effective tool for HR marketing in the conditions of growing competition for talents. The urgency of the problem of attracting and retaining highly qualified personnel in the modern business environment necessitates the search and implementation of effective HR practices aimed at increasing the attractiveness of the company as an employer. The article discusses the importance of adapting to key modern HR trends, including the use of technology, skills development, flexible work models and the creation of an inclusive environment where an individual approach and the well-being of employees are priorities. Theoretical analysis reveals the potential of IDP as a strategic tool that integrates the concept of lifelong learning, is considered as an investment in human capital and takes into account the motivational aspects of professional growth of employees. It studies how systematic and purposeful development of competencies through IDP contributes to increase of productivity, innovation and general competitiveness of the company. The article identifies and systematizes modern approaches to the preparation of IDP that meet the requirements of HR marketing. Particular attention is paid to the principles of personalization and flexibility, the active involvement of employees in the development planning process, the use of digital tools to support the implementation of the IDP, as well as the integration of development plans with the company's goals and a performance evaluation system. The impact of IDP on the formation of a positive employer brand is analyzed in detail. It is shown that transparent opportunities for professional growth that the company offers through the IDP are an important signal for potential candidates, emphasizing its interest in the long-term development of its employees. It is proved that effectively implemented IDP increase the satisfaction and loyalty of existing employees who become brand ambassadors, spreading positive information about the company as an attractive employer. On the basis of the conducted research, practical recommendations on the effective use of IDP as a tool for HR marketing have been developed which will contribute to the stability of the economy in wartime, the employment of women and internally displaced persons, retraining, recognition of non-formal education, and the creation of conditions for the return of workers from abroad, as well as strengthening the employer brand. Concrete steps have been proposed to integrate the IDP into recruitment processes, to ensure the qualitative development and implementation of development plans, to establish internal and external communication on learning and growth opportunities, as well as the formation of a corporate culture focused on the continuous development of staff.