HR-BRAND IN PERSONNEL MANAGING

Abstract

The role of marketing technologies of personnel is investigational in the process of effective personnel management. Marketing of personnel as business philosophy is considered, strategy of personnel management and one of basic functions of skilled service. It is well-proven that consistently realizing marketing technologies of personnel in creation of effective control system by a personnel, the expected result must be forming of resistant and proof HR-brand at the market of labour force and at the market of workplaces. It is found out, that in basis of HR-brand creation of proof, positive and attractive character of organization is stopped up in consciousness of the hired workers as compared to competitors, and in basis of HR-branding is attention to the employees, quality work with a personnel, clear idea about expectation, introduction of new skilled technologies, development of the systems of motivation on key indexes of efficiency. Among the elements of HR-brand it is included: innovative potential of company; human capital; commodity (services) of company (of perception)consumers; corporate culture and values. To the basic associations with a company-employer it is included: reliability, perspective, professionalism, solidarity, prestige, innovativeness, sociality, honesty, legality. It is well-proven that for the successful forming of HR-brand of some organization it is necessary to define a target audience and educe her values and separate worker. It is set that the near-term task of HR-specialists is forming of clear list of necessities of potential and real employees of company by monitoring, study of work of competitors. In the article certainly aims of internal and external HR-branding is offered HR- measures for their achievement in organization.