HR BRANDING VA MARKETING INTEGRATSIYASI: KORXONA IMIJINI MUSTAHKAMLASH STRATEGIYALARI

Zulfiya Adilova

GREEN ECONOMY AND DEVELOPMENT, 2025, vol. 3, issue 11

Abstract: Ushbu maqolada HR branding va marketing integratsiyasining korxona imijini mustahkamlashdagi strategikahamiyati yoritilgan. Global raqobat sharoitida korxonaning faqat mahsulot yoki xizmat sifati emas, balki ichki va tashqiauditoriya orasida shakllanuvchi korporativ qiyofasi ham asosiy raqobat ustunligiga aylanayotgani ta’kidlangan bo’lib,tadqiqotda HR brandingning tarkibiy elementlari – xodim tajribasi, EVP (Employee Value Proposition), korporativqadriyatlar va ichki brending jarayonlari marketing kommunikatsiyalari bilan o‘zaro uyg‘unlashuvda qanday samaradorlikberishi tahlil qilingan. Shuningdek, marketingning iste’molchi tajribasi, kommunikatsiya strategiyalari, tashqi brendboshqaruvi HR jarayonlari bilan integratsiyalanganda korxonaning brend kapitali sezilarli darajada oshishi amaliy misollarasosida asoslab berilgan. Jahon tajribasi va mahalliy tadqiqotlar tahlili HR–marketing integratsiyasining xodimlar sodiqligi,iste’dodlarni jalb qilish, korporativ obro‘, brend ishonchliligi va bozor pozitsiyalariga bevosita ta’sir ko‘rsatishini ko‘rsatadi.Maqola HR va marketing o‘rtasidagi strategik hamkorlikning nazariy modelini ishlab chiqishga xizmat qiladi

Keywords: HR branding; marketing integratsiyasi; korporativ imij; employer brend; xodim tajribasi; brend kapitali; korporativ madaniyat; strategik kommunikatsiya (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:teu:ged000:v:3:y:2025:i:11:id:8091

DOI: 10.5281/zenodo.17780228

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