THE IMPACT OF SOCIALLY RESPONSIBLE MARKETING ON THE PERSONNEL SECURITY OF THE ENTERPRISE

Abstract

The article provides a comprehensive scholarly analysis of the strategic impact exerted by socially responsible marketing on the personnel security system of a modern enterprise. The relevance of this research is necessitated by fundamental shifts in management paradigms, where traditional administrative methods of control and coercion are increasingly losing their effectiveness, giving way to human-centric models based on high institutional trust and value-driven partnerships between employers and employees. It is substantiated that under the dominance of value-based marketing, an enterprise's personnel security ceases to be a purely technical or bureaucratic function; instead, it transforms into a direct derivative of the employer brand's ethical positioning, which fosters long-term loyalty and high employee engagement. Within the scope of the study, four primary groups of factors influencing the organizational personnel stability have been systematized: organizational factors (management style, fair compensation), functional factors (meaningful job enrichment), individual factors (physical energy, level of self-awareness), and technological-ethical factors (interaction with neural network algorithms and automated systems). Particular attention is paid to the analysis of integrating artificial intelligence into corporate communications, which poses unprecedented challenges for interpersonal interaction and requires the establishment of clear ethical boundaries to mitigate potential socio-psychological risks and systemic vulnerabilities. A comparative analysis of «corporate egoism» models versus socially responsible business practices has been conducted. It is established that the egoistic approach is inherently strategic-destructive, as it triggers abnormal labor turnover, the erosion of internal loyalty, and creates critical gaps in the corporate security system through potential insider threats and information leakages. The research identifies and defines the role of the personnel's social intelligence as a fundamental mechanism for implementing symmetric responsibility. The practical recommendations developed in this study include the implementation of symmetric social auditing, the ecologization of the workspace, and the formulation of ethical codes for digital interaction. These measures serve as essential prerequisites for sustainable business development amidst global instability, facilitating the formation of a more ethical, accountable, and resilient corporate culture capable of withstanding modern socio-economic turbulence.