The purpose of the study is to formalize the marketing contour of the HR policy of the agrotourism sphere in Russia. The article analyzes the current state of the agrotourism market in Russia. The importance of the role of marketing communications in the development of rural tourism is considered. The main channels of marketing communications in the field of agrotourism are analyzed, the model of a complex of marketing communications focused on promoting the product of agrotourism in the Russian Federation is described. The factors hindering the development of agrotourism in Russia, as well as the system of organization of modern rural tourism are studied. The importance and significance of the process of promoting agrotouristic services is noted, a complex of modern marketing communications with agrotourists is given; Internet communications are an effective tool for promoting agrotourism objects, but for the optimal choice of the promotion concept, it is necessary to determine the portrait of a potential agrotourist. For the long-term development of agrotourism in Russia, it is necessary to develop state and regional programs to support agribusiness, increase the number of services provided, improve the territories and preserve the rich resource potential of the regions of Russia. It is noted that the contribution to the achievement of goals and the quality of services provided in the agro-tourism sector largely depends on the effectiveness of personnel selection.

Human resources management remains an important area of modern enterprise strategy, as the role of personnel increases in high-tech production, and the highest requirements are placed on competencies. The goal of personnel-marketing is to influence the choice of profession and place of work. Labor carrier-the buyer evaluates and makes a decision about choosing a workplace depending on how much the workplace actualizes his ability to work and meets his expectations as an employee. Discussion. Note that the choice of a job occurs twice: when the candidate sends a resume to the company and when the candidate makes a decision after the interview. The development prospects of any enterprise are closely linked to existing market trends, knowledge of which helps to choose the appropriate strategy and directions for the development of competencies and the distribution of labor resources. Results. These circumstances actualize the study of the concept of personnel marketing, which is especially important in the context of increasing market uncertainty (sanctions, sanitary and epidemiological restrictions, etc.).

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