Employer brand: promoting communication and language skills

Tsareva Natalia Aleksandrovna

doi:10.29051/el.v7iesp.7.16295

Autores/as

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

Palabras clave:

Marca de empleador, Comunicación, Habilidades lingüísticas, Redes sociales, Promoción de marca de empleador

Resumen

En la economía actual, el mercado laboral está experimentando una intensa competencia entre especialistas altamente calificados. Las empresas rusas e internacionales se ven obligadas a recurrir a nuevas herramientas para mejorar y gestionar las habilidades lingüísticas del personal y su participación y dar forma a su imagen en el mercado laboral. Los empleadores utilizan diferentes habilidades lingüísticas y herramientas de comunicación para promover la marca del empleador. El estudio tiene como objetivo investigar los medios para promover las habilidades comunicativas y lingüísticas en el personal. Para ello, se utilizan métodos descriptivos y de recopilación de datos. De acuerdo con los resultados obtenidos, las más extendidas y efectivas son las redes sociales: canales de comunicación modernos y promoción de las habilidades lingüísticas del empleador. Se ha propuesto un programa para el desarrollo de un canal de promoción de la marca RRHH de la empresa. Se ha presentado un algoritmo para promocionar una marca de RR.HH. a través de publicidad dirigida en Instagram.

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Biografía del autor/a

Tsareva Natalia Aleksandrovna, Vladivostok State University of Economics and Service

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

Citas

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