Marketing system for talent management in the digital economy

Subject. The article discusses searching for and retaining talented, highly qualified employees in the process of organizing labor relations. Objectives. The study aims at identification of key areas for improving the system of search and selection of talented, highly qualified employees in the digital economy. Methods. The study draws on methods of analysis, synthesis, generalization, and grouping. Results. The formation of labor relations in modern conditions is determined by the need to build a marketing system for talent management in the digital economy. These changes are a response to external challenges of the business environment, determining a transformation of the management style, building a management model based on the concept of human-centricity. The paper describes the cycle forming the marketing system for talent management in the context of digitalization. A survey of representatives of small and medium-sized businesses was conducted to determine the degree of integration of digital tools into the marketing system for talent management in the labor market. This enables to increase the degree of employee involvement in the company's activities, work out an individual development trajectory and management style. Conclusions. The findings are of practical importance for the company, as they determine the vector of development of labor relations between employees and the company. The directions of transformation of the marketing talent management system in the digital economy concentrate the companies' attention on key areas, the implementation of which depends on commercial success.