Modern companies can’t ignore the infl uence of external factors on policies in human resources management, which includes supply and demand in the labor market. The obvious interest of the organization’s leaders in attracting the most skilled workers can be implemented by means of personnel marketing technology, namely through the establishment and development of HR-brand.The article describes the features of the creation of HR-brand in the current economic conditions. The article presents the modern understanding of HR-branding, its main objectives and usual mistakes in putting it into practice.The article describes the benefi ts of using contextual advertising when creating an HR-brand.Examples of the creation and development of successful HR-brand among foreign and Russian companies are provided along with cases of contextual advertising practicesto improve HR-brand.The analysis of the prospects of expanding the use of contextual advertising in HR-branding suggests the formation of new trends in personnel management in coming decades.
human resource management, personnel marketing, HR-branding, contextual advertising, public image of organization.
Бурное развитие рыночной экономики и информационных технологий заставило по-новому взглянуть на управление персоналом организации. Сегодня персонал рассматривается как основной капитал организации, от которого полностью зависит ее успех и процветание. Грамотное использование знаний, навыков, целей и ценностей каждого работника позволяет компании одерживать победу в конкурентных противостояниях. Таким образом, для достижения поставленных стратегических и тактических целей организации необходимо привлекать лучших кандидатов на рынке труда.
В современных условиях для привлечения и подбора профессиональных и компетентных работников требуется создание идеальной репутации компании-работодателя. Эта функция реализуется в рамках маркетинга персонала, а именно — HR-брендинг.
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