Ekaterinburg, Russian Federation
Russian Federation
This article analyzes the issues related to the creation and development of internal and external HR branding of the university. The relevance of the research on this topic is supported by the desire of universities to create an attractive image that would help attract highly qualified teachers and gifted students, as well as strengthen their dedication to the educational institution. The paper examines various methods of developing an HR brand for academic institutions, identifies the main components and tools that affect its effectiveness. The researchers emphasize the importance of a holistic approach in the development of an HR brand, which covers strategic planning, analysis of the existing situation and potential of the university, creation of unique proposals for the teaching staff and student body, as well as the development of communication strategies for interaction with stakeholders. Special attention is paid to the processes of adaptation and inclusion of the internal HR brand in the corporate culture of the educational institution and methods of its external promotion.
brand, employee loyalty, technology, HR brand tools, events for HR brand formation
1. Bondarenko V.A. Voprosy brendinga i postroeniya HRbrenda universiteta v aktivizacii regional'nogo razvitiya [Tekst] / V.A. Bondarenko, M.A. Rybalko, A.O. Kravec, I.A. Shumakova // Moskovskiy ekonomicheskiy zhurnal. — 2023. — T. 8. — № 10. — DOI:https://doi.org/10.55186/2413046X_ 2023_8_10_493 DOI: https://doi.org/10.55186/2413046X_2023_8_10_493; EDN: https://elibrary.ru/ZDNQKN
2. Hayrulina L.R. Teoriya i praktika rekrutinga [Tekst] / L.R. Hayrulina, I.V. Shipicyna. — Omsk: KAN, 2020. 208 s. EDN: https://elibrary.ru/NJMDJP
3. Parchuk D.S. Fokusy i osobennosti raboty s molodezh'yu i molodymi specialistami [Tekst] / D.S. Parchuk // Vektory blagopoluchiya: ekonomika i socium. — 2023. — T. 49. № 2. — S. 73–85. — DOIhttps://doi.org/10.18799/26584956/2023/2/1525 EDN: https://elibrary.ru/WOAYRQ
4. Bondarenko V.A. Marketing personala v universitetah: aktual'nost' primeneniya, klyuchevye metriki [Tekst] / V.A. Bondarenko, A.A. Voronov, A.S. Astahin // Marketing v Rossii i za rubezhom. — 2024. — № 2. — S. 57–65. EDN: https://elibrary.ru/DOISMT
5. Eremeeva M.A. Luchshie rossiyskie HR-brendy i ih sistema kommunikaciy [Tekst] / M. A. Eremeeva // Nauchnyy aspekt. — 2024. — T. 29. — № 5. — S. 3919–3927 EDN: https://elibrary.ru/NWCXUD
6. Balashova L.K. Osobennosti razvitiya vnutrennego brendinga obrazovatel'nogo uchrezhdeniya na primere SPBGEU [Tekst] / L.K. Balashova, H.M. Pahomova, N.P. Sirota // Hypothesis. — 2022. — № 2. — S. 5–10
7. Gasparovich E.O. Tehnologiya diagnostiki organizacionnoy kul'tury predpriyatiya v period ee restrukturizacii [Tekst] / E.O. Gasparovich, D.O. Kuznecova // Upravlenie personalom i intellektual'nymi resursami v Rossii. 2024. — T. 13. — № 2. — S. 83–87. — DOIhttps://doi.org/10.12737/23057807-2024-13-2-83-87 DOI: https://doi.org/10.12737/2305-7807-2024-13-2-83-87; EDN: https://elibrary.ru/RLDGXZ
8. Gasparovich E.O. Formirovanie HR-brenda kompanii kak organizacionnaya strategiya privlecheniya i zakrepleniya kadrov [Tekst] / E.O. Gasparovich, Ch. Fan // Upravlenie personalom i intellektual'nymi resursami v Rossii. —2024. — T. 13. — № 3. — S. 99–103. — DOI:https://doi.org/10.12737/23057807-2024-13-3-99-103 DOI: https://doi.org/10.12737/2305-7807-2024-13-3-99-103; EDN: https://elibrary.ru/BEJOSL
9. Davydkina A.S. Tehnologii formirovaniya vneshnego HRbrenda kompanii KPMG [Tekst] / A.S. Davydkina // Gumanitarnyy akcent. — 2022. — № 3. — S. 13–20. EDN: https://elibrary.ru/PRLIQY
10. Rybalko M.A. Voprosy vnedreniya universitetom marketingovoy HR-strategii [Tekst] / M.A. Rybalko, A.O. Kravec, I.A. Shumakova // Kant. — 2023. — № 4. — S. 111–116. DOI:https://doi.org/10.24923/2222-243X.2023-49.21 EDN: https://elibrary.ru/HZBTIN
11. Rybalko M.A. Missiya sovremennogo universiteta: rolevoe uchastie marketingovoy deyatel'nosti [Tekst] / M.A. Rybalko // Konkurentosposobnost' v global'nom mire: ekonomika, nauka, tehnologii. — 2023. — № 9. — S. 151–154. EDN: https://elibrary.ru/IZQKNV
12. Bondarenko V.A. Innovacionnyy podhod k upravleniyu deyatel'nost'yu vuza na osnove primeneniya HR-brendinga [Tekst] / V.A. Bondarenko, A.A. Maksaev, I.A. Shumakova // Ekonomika. Informatika. — 2020. — T. 47. — № 1. S. 47–54. — DOI:https://doi.org/10.18413/2687-0932-2020-47-1-47-54 EDN: https://elibrary.ru/SZXZSI
13. Gruzdeva N. Osobennosti upravleniya hr-brendom kompanii [Tekst] / N. Gruzdeva // Vektory razvitiya servisa v usloviyah cifrovizacii ekonomiki: proshloe, nastoyaschee, buduschee — 2022: Sbornik statey III mezhdunarodnoy nauchno-prakticheskoy konferencii, Sankt-Peterburg, 24–25 noyabrya 2021 goda / Pod red. T.N. Koshelevoy, M.N. Mayora, D.S. Brazevicha. — SPb.: ART, 2022. S. 36–39. EDN: https://elibrary.ru/PJTETK
14. Pleshkevich I.B. Privlech' i uderzhat': osobennosti kadrovoy politiki veduschih rossiyskih universitetov (keys DVFU) [Tekst] / I.B. Pleshkevich, E.A. Drugova, T.V. Klimova // Sociologiya nauki i tehnologiy. — 2021. — T. 12. № 4. — S. 150–171. — DOI:https://doi.org/10.24412/2079-0910-2021-4150-171 DOI: https://doi.org/10.24412/2079-0910-2021-4-150-171; EDN: https://elibrary.ru/RUOIVG
15. Nikulina Yu.N. Osobennosti formirovaniya HR-brenda rabotodatelya [Tekst] / Yu.N. Nikulina, A.S. Mironovskaya // Universitetskiy kompleks kak regional'nyy centr obrazovaniya, nauki i kul'tury: sbornik materialov Vserossiyskoy nauchno-metodicheskoy konferencii, Orenburg, 26–27 yanvarya 2023 goda. — Orenburg: Orenburgskiy gos. un-t, 2023. — S. 662–666. EDN: https://elibrary.ru/REAXWQ
16. Volkova N.V. HR-analitika. Analitika dannyh v upravlenii personalom [Tekst]: ucheb. posobie dlya vuzov / N.V. Volkova, S.A. Evseeva. — M.: Yurayt, 2024. — 104 s. EDN: https://elibrary.ru/MNSHOT
17. Smirnova S.B. Upravlencheskaya model' universiteta v usloviyah stanovleniya tehnologicheskogo suvereniteta [Tekst] / S.B. Smirnova, S.V. Bogomolov // Vestnik evraziyskoy nauki. — 2024. — T. 16. — № 2. EDN: https://elibrary.ru/FBVCKQ
18. Fan Ch. Innovacionnyy podhod k upravleniyu deyatel'nost'yu vuza na osnove primeneniya HR-brendinga [Tekst] / Ch. Fan, E.O. Gasparovich // Aktual'nye problemy sociogumanitarnogo obrazovaniya: Sbornik statey. — Ekaterinburg: Izd-vo Ural'skogo gos. ped. un-ta, 2024. S. 522–529. EDN: https://elibrary.ru/EEGUHA
