Соціальна орієнтованість бізнесу, як важлива передумова створення HR-бренду

Abstract

Дядык Т.В., Лядский И.К. Социальная ориентированность бизнеса, как важная предпосылка создания HR-бренда. В статье проанализирована целесообразность привлечения социальной составляющей к внутренним маркетинговых коммуникаций предприятия. Рассмотрены все преимущества корпоративной социальной ответственности бизнеса для его владельцев и сотрудников. Предложены пути улучшения HR-имиджа путем интеграции социально-ориентированного маркетинга в генеральную стратегию развития фирмы. Ключевые слова: социально-ориентированный маркетинг, корпоративная социальная ответственность, HR-маркетинг, HR-бренд.

T. Diadyk, I. Lyadsky. Social orientation of business as an important precondition for HR brand creation The article analyzes the feasibility of involving the social component in the internal marketing communications of the enterprise. All the advantages of corporate social responsibility of a business for its owners and employees are considered. Ways to improve the HR-image by integrating socially-oriented marketing into the general strategy of the company development are proposed. The social component is an essential attribute of the modern brands formation as an information product of any company. It is the consideration of community and environment interests helps businesses to position themselves better in the market, which is part of the CSR concept (corporate social responsibility). A successful image and a positive reputation affect the increase customer loyalty to their brands. In addition to successful positioning in the goods market, the introduction of CSR helps to form a positive image of the company as an employer, which allows to attract and hold talented professionals, increasing their loyalty to the company. We believe that in order to successfully regulate the demand and supply situation in the labor market, it is necessary to use a marketing methodology, where the target audience is not consumers of services, but future employees. Since the main function of marketing is related to the production of what is in demand, it is necessary to develop an HR-strategy that will find a response among Ukrainian search engines. The introduction of CSR and socially-oriented marketing significantly increases the competitiveness of business, both among potential consumers and among employees. The modern concept of marketing is based primarily on the fixation of the interests of economic entities that enter into mutual relations. Business is a part of society, so it must take care of the world around it and other aspects of dialogue. The result of marketing activities should be the ensuring guarantees of stability of the subject’s position in the labor market.