Work

Analysis of the practice of using marketing tools for HR brand formation

Year: 2024

Type: article

Abstract: Modern organizations face challenges in attracting and retaining staff. In a highly competitive environment, it is necessary to strengthen the HR brand, which allows you to reduce the cost of recruiting staff and increase the efficiency of staff work. The purpose of the study is to analyze the best practices of using marketing tools for HR brand formation in the retail sector and the impact of branding on reducing staff turnover. The results demonstrate that a strong HR brand reduces recruitment costs, improves financial performance and increases employee satisfaction.

Source: Vestnik BIST (Bashkir Institute of Social Technologies)

DOI: 10.47598/2078-9025-2024-4-65-74-82

Authors: Diana M. Divaeva, Ksenia A. Danilova

Institution: Ural Federal University

Language: English

Topic: Employer Branding and e-HRM

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: diamond

OpenAlex ID: W4405833168

FWCI:

Cites:

Cited by:

Related to: 10