MODERN METHODS OF SHAPING A COMPANY'S IMAGE AS AN ELEMENT OF MARKETING HR STRATEGY

СОВРЕМЕННЫЕ МЕТОДЫ ФОРМИРОВАНИЯ ИМИДЖА КОМПАНИИ КАК ЭЛЕМЕНТА МАРКЕТИНГОВОЙ HR-СТРАТЕГИИ

Przhedetskaya Natalia (Пржедецкая Н.В.) and Zhukov Dmitry (Жуков Д.С.)
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Przhedetskaya Natalia (Пржедецкая Н.В.): Rostov state economic university (RINH)
Zhukov Dmitry (Жуков Д.С.): Rostov state economic university (RINH)

State and Municipal Management Scholar Notes, 2021, vol. 1, 60-64

Abstract: The article solves the problem of incomplete disclosure of opportunities for generating business benefits from human resource management in the Russian "knowledge economy" due to the imperfect approach to this management. To solve this problem, the author proposes, as an alternative to the existing approach of material incentives for labor, a marketing approach that involves strategic management of human resources using methods of non-material incentives for labor and provides an advantage for the company in the form of strengthening its image. The article is aimed at identifying promising modern methods of forming a company's image as an element of its marketing HR strategy. For this, regression and correlation analysis and economic and mathematical modeling of the international experience of forming a company's image as an element of its marketing HR strategy are carried out. As a result, recommendations are offered on the use of successful international experience to strengthen the image of Russian companies as an element of their marketing HR strategies.

Keywords: formation of the company's image; human resources (HR); marketing HR strategy; international experience; Russian companies; labor legislation; business management; innovation; labor incentives (search for similar items in EconPapers)
Date: 2021
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