Integrating HR marketing into a project team management system: theoretical prerequisites and practical solutions

the article examines the theoretical and practical aspects of integrating HR marketing into project team management. The relevance of the study is determined by the increasing role of project-based activities in organizations and the need to attract and retain qualified employees for the successful implementation of projects. Objective: to develop a theoretically grounded and practically applicable model for integrating HR marketing into the project team management system, as well as to propose solutions aimed at improving the effectiveness of project teams based on this integration. The introduction substantiates the research problem and the aim and objectives of the study, reveals the scientific novelty, which consists in the comprehensive integration of HR marketing principles and project team management, and defines the practical significance of the obtained results. The theoretical prerequisites for integration include an analysis of key HR marketing concepts and the specific features of human resource management in a project environment characterized by the temporary nature of teams, high dynamism, and increased risks. Methods: analysis of scientific literature, comparative and systemic approaches, as well as case studies. The empirical part focuses on the analysis of the Russian context of project activities and the labor market. The practical solutions section presents a developed conceptual model for integrating HR marketing into project team management processes across the stages of the project life cycle, systematizes applied HR marketing tools, and proposes a system of metrics for evaluating the effectiveness of integration, along with a step-by-step implementation algorithm. Special attention is paid to the analysis of risks, limitations, and resistance factors associated with the implementation of the proposed approach. Issues related to the integration of HR marketing into the project team management system, as well as its specific features and the characteristics of human resource management in a project environment, are governed by scientific and methodological approaches in the field of management. These issues are addressed, to varying degrees, in the works of the following Russian researchers: S.V. Alieva, O.V. Kolesnikova, M.V. Buzulutskaya, E.A. Mitrofanova, A.E. Mitrofanova, I.V. Korneeva, and others. Results: An analysis of the theoretical prerequisites and practical experience of integrating HR marketing into project team management was conducted; a conceptual model for integrating HR marketing into project management processes was developed; applied tools and effectiveness evaluation metrics were systematized; and key risks and limitations of implementing this approach under conditions of staff shortages were identified. Conclusion: formulates the main findings, confirming that the integration of HR marketing into project team management contributes to increased stability, engagement, and effectiveness of project teams, as well as to strengthening organizational competitiveness under conditions of staff shortages.

management, HR marketing, project team management, employer branding, employee value proposition (EVP), employee engagement, HR branding