STRUCTURAL LEVERS OF POWER IN THE ORGANIZATIONAL HUMAN RESOURCE MARKETING SYSTEM

Abstract

The article explores the role of structural levers of power within the system of organizational human resource marketing and their impact on enhancing employer attractiveness and employee engagement. In the context of increasing competition in the labor market and evolving approaches to human resource management, understanding the mechanisms of power in organizations has become a critical factor for forming a strong internal employer brand. The study emphasizes that the effectiveness of HR marketing is closely linked to both formal and informal power structures, which determine the distribution of authority, access to resources, decision-making processes, and the flow of information. These elements directly influence employee motivation, commitment, and loyalty, shaping the overall perception of the organization as an attractive employer. The research analyzes the characteristics of positions, including centrality, criticality, flexibility, visibility, and alignment with organizational goals, as key factors that define the relative authority of employees and create opportunities for professional growth, autonomy, and career development. Access to knowledge, information, and resources, as well as participation in decision-making processes, are highlighted as essential sources of power that enhance employee involvement, foster trust, and strengthen internal branding. The study also examines the role of interpersonal and interdepartmental networks, demonstrating how formal and informal connections contribute to the distribution of influence and facilitate the effective implementation of organizational decisions. The article discusses the ethical and strategic aspects of power application, emphasizing the importance of fair exchange processes, appropriate influence strategies, and responsible use of authority. It highlights that when power is applied effectively, it not only ensures the achievement of organizational goals but also creates a positive work environment, promotes employee satisfaction, and reduces turnover. The integration of structural and situational levers of power into HR marketing strategies allows organizations to build competitive advantages by attracting, retaining, and developing talent. The study demonstrates that strategic management of power and influence is a key tool for strengthening the internal employer brand, improving employee engagement, and enhancing organizational performance. By aligning formal structures, informal networks, and participatory decision-making processes, organizations can create conditions for sustainable development and long-term competitiveness in the labor market.