Employer brand: promoting communication and language skills

Tsareva Natalia Aleksandrovna

doi:10.29051/el.v7iesp.7.16295

Autores

Tsareva Natalia Aleksandrovna Vladivostok State University of Economics and Service https://orcid.org/0000-0002-4631-2961

DOI:

https://doi.org/10.29051/el.v7iesp.7.16295

Palavras-chave:

Marca do empregador, Comunicação, Linguagem, Redes sociais, Promoção de employer branding

Resumo

Na economia de hoje, o mercado de trabalho vive uma intensa competição entre especialistas altamente qualificados. As empresas russas e internacionais são obrigadas a recorrer a novas ferramentas para melhorar e gerir as competências linguísticas e o envolvimento dos seus colaboradores e para moldar a sua imagem no mercado de trabalho. Os empregadores usam diferentes habilidades linguísticas e ferramentas de comunicação para promover a marca do empregador. O estudo tem como objetivo investigar os meios de promoção das competências de comunicação e linguagem nos funcionários. Para isso, são utilizados métodos descritivos e de coleta de dados. A partir dos resultados obtidos, os mais difundidos e eficazes são as redes sociais: modernos canais de comunicação e promoção das competências linguísticas do empregador. Foi proposto um programa para o desenvolvimento de um canal de promoção da marca de RH da empresa. Foi apresentado um algoritmo para promover uma marca de RH por meio de publicidade direcionada no Instagram.

Downloads

Não há dados estatísticos.

Biografia do Autor

Tsareva Natalia Aleksandrovna, Vladivostok State University of Economics and Service

Candidate of political sciences, Associate professor of the department «Economic and Management»

Referências

AMBLER, T., BARROW, S. (1996). The Employer Brand. Journal of Brand Management. Vol. 4 (3). 185-206.

AMBLER, T. (2003). Marketing and the bottom line: the marketing metrics to pump up cash flow / T. Ambler. New Jersey: Pearson Education. 185 p.

ARNAUT M.N., MITROFANOVA T.V. (2018). Personnel management: essence, approaches to interpretation, models. Azimuth of scientific research: economics and administration. Vol.7. No. 1(22) P. 22-25.

BARROW, S., MOSLEY, R. (2006). The employer brand. Bringing the best of brand management to people at work - Chichester: John Wiley & Sons, Ltd. 214 p.

BACKHAUS, K. & S. TIKOO (2004), Conceptzalizing and Researching Employer brand. Career Development International, 9 (5), 501–517.

DELL, D. & AINSPAN, N. (2001), Engaging Employees through Your Brand, Conference Board Report No. R-1288-01-RR, April, Conference Board, Washington, DC.

DEMTSURA S.S., PLUZHNIKOVA I.I., GORDEEVA D.S., YAKUPOV V.R., ALEKSEEVA L.P. (2020). Modern innovative educational technologies. Baltic Humanitarian Journal. Vol. 9. No. 4(33). P. 57-61.

DEMUSHINA ON (2015) Personnel loyalty and factors of its formation. Azimuth of scientific research: pedagogy and psychology No.2 (11). P. 133-136.

EDWARDS, MR (2005), “Employer and employer brand: HR or PR?”, in Bach, S. (Ed.), Human Resource Management: Personnel Management in Transition, Blackwell, Oxford.

EDWARDS, MR (2010), “An Integrative Review of Employer brand and OB Theory,” Personnel Review, 39 (1), 5–23.

Employer brand research 2020 https://hr-portal.ru/files/08_russia_report.pdf

HOANG, L. (2018). From customer journey to candidate journey: applying Marketing principles to build a winning hiring culture. A case study. Metropolia University of Applied Sciences Bachelor of Business Administration International Business and Logistics Thesis.

KARYMOVA OS (2017) Experience in studying employee loyalty in a commercial company. Azimuth of scientific research: pedagogy and psychology. No. 3(20). P. 298-300.

KOREN, AV, BONDARENKO, TN, PUSTOVAROV, AA (2020) Human wellbeing as the main factor of economic growth. Universidad y Sociedad. 12 (5), pp. 172-177

MARTIN, G. & HETRICK, S. (2006). Corporate Reputations, Branding and People Management. 1st Edition. Economics, Finance, Business & Industry. London P. 400 (doi: 10.4324/9780080462448)

Masilova, M.G (2020) Internal outsourcing as personnel process optimization in a large company. Reice: revista electrónica de investigación en ciencias económicas Vol.8 (16) 543-555 p.

MINCHINGTON, B. (2015). The rise of employer brand leadership. 4th Ed. https://www.brettminchington.com/single-post/2015/09/30/The-Rise-of-Employer-Brand-Leadership-4th-edition

Mosley, R.W. Customer experience, organisational culture and the employer brand // Journal of Brand Management November 2007, Volume 15, Issue 2, pp 123–134

NEDOLUZHKO, OV, VARKULEVICH, TV, BATURINA, OA (2016) Evolution of individual’s intellect as basis for forming intellectual capital of organization. Journal of Advanced Research in Law and Economics, 7 (2), pp. 332-340.

RUBTSOVA NV (2019). To the question of legal regulation of internet advertising in Russia. Baltic Humanitarian Journal. Vol. 8. No. 1 (26). P. 348-350.

Social networks in Russia: numbers and trends, autumn 2020 https://br-analytics.ru/blog/social-media-russia-2020/

TITOVA, N., TERENTYEVA, T. (2020). Principles of circular economy introduction in russian industry. Universidad Y Sociedad, 12(5), 203-208.

TSAREVA, N.A., LISITSA, L.A. (2018). Employer's brand: development mechanism and diagnostic tools. The Turkish Online Journal of Design, Art and Communication. March. Special Edition, p.528-536.

VARKULEVICH, TV, BELOGLAZOVA, VA (2018) Organizational and methodological foundations of effective personnel policy of the state university. Azimuth of scientific research: economics and administration. Vol.7. No. 2(23). 43-47.