Конвергенція Соціальної Відповідальності Бізнесу Та Hr-маркетингу Як Критерій Формування Довіри До Бренду Підприємства
Year: 2026
Type: article
Abstract: The article substantiates the need to study the convergence of business social responsibility and HR marketing as a criterion for building trust in the enterprise brand. Analysis of scientific works on the outlined problem showed that there are many issues that require further research into social responsibility in the context of convergence with HR marketing, substantiation of areas for improving personnel processes, which consist in creating a favorable environment for attracting and retaining qualified employees, increasing their motivation, ensuring stability and development of personnel. The aim of the article is to substantiate the convergence of business social responsibility and HR marketing by studying their relationship, key elements and reasoning of this mutual influence on the formation of the HR brand and the employer brand as a criterion for trust on the part of consumers and the enterprise's personnel. The relationship between HR marketing and business social responsibility is substantiated. The advantages of implementing the concept of social responsibility in the development strategy of enterprises are shown. The regulatory and legal framework for the formation of approaches to business social responsibility by domestic enterprises is highlighted. The possibilities of integrating social and environmental initiatives into HR policy by enterprises are substantiated. It is concluded that with such an approach, socially responsible HR marketing becomes part of the corporate culture and philosophy of the enterprise. The main areas in which HR marketing contributes to corporate sustainability and business social responsibility are highlighted and specified. These include: diversity, equality and inclusion, attraction and management of talents, formation of organizational culture and employee involvement, recognition and rewards, social initiatives, green work environment policy, productivity management, supply chain management, management and ethical leadership, development of HR policy and social responsibility, reporting and transparency. Measures are proposed to ensure strategic goals in the field of HR marketing in convergence with social responsibility. The results obtained confirm that the implementation of socially responsible measures in the context of HR marketing implementation contributes to the formation of qualified human resources, increasing employee loyalty, establishing communication channels with consumers, building trust and increasing brand value.
Source: Market Infrastructure
Authors: С.Л. Решміділова, П.А. Алейник
Institution: Khmelnytskyi National University
Language: Ukrainian
Topic: Employer Branding and e-HRM
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7204903036