STRATEGIC PLANNING IN THE PRACTICE OF PERSONNEL MANAGEMENT OF A MODERN ENTERPRISE

Abstract

The article examines the approaches to strategic planning in personnel management of an enterprise. There are two approaches to strategic planning: systemic and situational. It was found that the situational approach considers strategic planning as a subsystem in the system of strategic personnel management, which is responsible for making forecasts and plans to meet the quantitative and qualitative needs of staff, choosing ways to calculate employee needs, developing an automated HR system. It is determined that the process approach considers strategic planning as a consistent implementation of stages: setting strategic goals, analysis of the external environment, analysis of the in-ternal environment, development of strategic alternatives, definition of strategy. The study found that one of the most important stages is setting strategic goals. Practitioners recommend a strategic approach to personnel management that combines a SMART approach and a situational approach with a focus on the mission. It is investigated that SWOT-analysis, which is used to assess the external and internal environment of the enterprise, is carried out from the point of view of the employer and the employer's brand, which leads to a better understanding of the market environment as well as market impact of the STEEP factors – social, technological, economic, legal, environmental and other factors on the employer brand. It was found that the process of segmentation during strategic planning in personnel management will provide an opportunity to understand which generations the employees belong to and, depending on this, what their motivation is. It is investigated that the following methods are used in strategic planning in personnel management: strategic canvas, TOWS-matrix, retrospective, "road map". It is revealed that the success of the imple-mentation of strategic planning in personnel management depends on the provision of the company with highly quali-fied, loyal, motivated employees who are able to ensure the successful operation of the enterprise.