The concept of intra-organization marketing increases the potential practical opportunities another important concept of HR management. However, the increase can be effected only by overcoming distortions in the essence of intra-organization marketing. The article attempts to overcome this through the provision of theoretical propositions that form the basis of the author's interpretation of the concept of intra-marketing. Among them the translation of the system of labour relations management from a competence doctrine in requirement, involving the interaction of abilities and needs, the learning needs of the work as levels and forms of its development and satisfaction, the organization of joint activities of experts in HR departments of the company. Based on these provisions, the investigation of personal and professional values of staff and their level of influence on the perception in the labour market. The analysis is based on survey data of faculty and academic staff of Ural Federal University named after first President of Russia Boris Yeltsin, Yekaterinburg. Data processing of the study first carried out with the help of economic-mathematical modeling of processes related to subjective human sphere, which proves the increase of informativity and reliability of the study, to determine further aspects of development of methods of personnel management on the basis of values and devotion to the company.