Methodical Approach to Shaping Company’s Brand as an Element of the Digital HR Marketing Strategy

Victoria A. Bondarenko, Natalia V. Guzenko, Natalia V. Przhedetskaya, Dmitry S. Zhukov and Dina E. Bekbergeneva

Chapter 28 in Sustainable Development of the Green Entrepreneurial Economy, 2025, pp 325-335 from World Scientific Publishing Co. Pte. Ltd.

Abstract: This research actualizes the development of a methodical image of the company within the framework of an HR strategy for digital marketing. The authors specified that this development should contain scientific and methodological recommendations for coordinated application in marketing. The authors employ scientific generalization, comparison, graphical interpretation, data analysis, and synthesis to conduct multilevel smart analytics of corporate marketing information. They also use AI as a technology for intelligent support in HR-marketing decision-making. Since it is impossible to fully monitor all human resources, HR marketers must make decisions based on incomplete information. While it comprehensively considers social and psychological effects, it tends to be technically irrational. This diminishes decision-making efficiency and often results in subjective, intuitive choices due to insufficient information. Thus, it is necessary to integrate social and ethical marketing opportunities into the organization’s digital marketing HR strategy. The proposed methodological approach to shaping a company’s image as a component of HR strategy in digital marketing offers several advantages. It enables the fullest exploration of digital technology’s potential in enhancing the efficiency of developing and implementing marketing HR strategy. Additionally, it facilitates overcoming current limitations and drawbacks of AI in marketing, adapting it to the application in HR marketing of companies.

Keywords: Green Entrepreneurial Economy; Sustainable Development; Sustainable Development Goals (SDGs); Economy of Transformations; Green Economy; Energy Efficiency; Renewable Energy Sources; Waste Disposal; Carbon Footprint; Green Technologies; Eco-City; Green Finance; Green Banking; ESG Strategies; Digitalization (search for similar items in EconPapers)
JEL-codes: O13 Q01 Q4 (search for similar items in EconPapers)
Date: 2025
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