The socio-economic essence of the quality of training and development of enterprise personnel in modern conditions has been studied. The expediency of using the term “learning and development” to denote the qualitative transformation of the human resources of an enterprise is substantiated. The training and development of the personnel of the enterprise is proposed to be considered as an organized continuous business process, which provides for the formation, transformation and development of the qualitative characteristics of the personnel in order to successfully operate the enterprise in the current and future periods. The quality of training and development of the personnel of the enterprise is considered as the correspondence of the qualitative characteristics of the personnel transformed as a result of the measures of training and development to the current and future needs of the enterprise, which is reflected in the positive indicators of labor behavior and labor results. Sensibility, reliability, interconnection, durability and safety are defined as parameters of the quality of training and development of the personnel of an enterprise.
The modern concepts of ensuring the quality of training and development of the personnel of the enterprise are reviewed, the classical algorithm of the organization of training and development of the personnel of the enterprise is improved taking into account the conditions of quality assurance; A process-competence approach to ensuring the quality of training and development of the company's personnel is presented, which reflects the principles of quality management based on the PDCA cycle.
Methodical approaches are systematized and the indicators of the quality of training and development of the personnel of the enterprise are determined for each quality parameter. The advantages of the disadvantages of the ROI-approach, the KPI-approach, the criteria-based and integrated approaches are analyzed. To measure the quality of training and development of enterprise personnel, it was proposed to use an integrated indicator that is universal, low-cost, multi-level, easy to interpret and takes into account the importance of the relevant parameters and quality indicators.
Considered the prerequisites and analyzed the processes of ensuring the quality of training and development of the staff of the enterprise of promotional activities, presented a generalized organizational structure of the management of the enterprise of promotional activities, identified the specific features of the personnel management of promotional activities. As a result of analyzing the processes of ensuring the quality of training and the development of the analyzed advertising activity enterprises, the goals were formed and the needs for training and development for various categories of personnel were systematized.
An assessment of the quality of training and development of the enterprise’s personnel in promotional activities was carried out, which became possible due to the determination of the relative weight of parameters and quality indicators as part of an integrated indicator, as well as the development of an appropriate quality scale. The most important among the quality parameters are recognized the tangibility and interconnection, the most important indicators are the dynamics of ROI, the dynamics of labor productivity, the period of revenue growth resulting from the use of new competencies and the motivation of employees. The levels of quality of training and development of personnel of the analyzed enterprises of promotional activities are determined.
Priorities were established for improving the quality of training and development and the optimal distribution of investments in the development of various types of competences of the personnel of an advertising activity enterprise was determined.
The directions of improving the quality of training and development of the personnel of the enterprise of promotional activities in a strategic dimension were proposed, a portfolio of competencies was compiled, strategic positions and areas of strategic action for the training and development of personnel of promotional enterprises were determined. The competence portfolio includes the competences that ensure the current profitability of the enterprise and the competencies that are capable of ensuring profitability in the future – this allows optimizing the training and development programs for the personnel of the enterprise taking into account the operational and strategic goals. Allocation of strategic positions and areas of strategic action is recognized as a critical factor in shaping the strategy and improving the quality of training and development of personnel of the enterprise of promotional activities.
