Scientific journal NRU ITMO
Series "Economics and Environmental Management"
Registration certificate ЭЛ № ФС 77 – 55411 от 17.09.2013
registered by the Federal Inspectorate Service for Communication, Information Technologies and Communication Media

June 2021 (published: 19.05.2021)

Number 2(45)

Home > Issue > HR-branding development in the conditions of the business digitalization

UDC 334.021

HR-branding development in the conditions of the business digitalization

Budrin A. G. , Soldatova A.V. , Emtcova M.G.

In the context of the post-pandemic and business digital transformation it is necessary to restructure the majority of the company business processes, including the HR-branding process. It is also demanded to increase investments in visual content upgrading, switching to online formats and employees m-learning, online gamification implementation, intranet leaders training inside the company, and internal social networks improvement. At the same time in the context of developing the HR-brand it is not enough to switch a number of offline events into an online format. A conscious approach to the digital communications and technologies implementation implies fundamental changes in the corporate culture. For a successful transformation and employees digital competencies development, an integrated implementation of digital communications on the digital platforms basis is required in order to create a digital culture. With the help of digital communications new employees are attracted, staff loyalty is formed, and employees acquire digital skills through various online educational formats. Digital services provide an opportunity to evaluate a company human capital, manage the development of each employee, and distribute competencies across the organization key areas effectively. The nature of the HR brand management process transformation consists in accelerated application of rapidly developing information and communication technologies to solve the HR key tasks. The following article describes the possibilities of information and communication technologies application in the context of direct and indirect HR-branding results formation. The process of HR-branding values transfer is not always well understood by the audience due to inconsistency and weak key messages concentration. The following research offers the HR-branding process algorithm by applying modern tools of digital communications and online training formats, which considers a variety of external and internal environment factors.
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Keywords: business digital transformation, HR-branding, information and communication technologies, digital marketing communications, internal branding.

DOI 10.17586/2310-1172-2021-14-2-30-36

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