student
In the process of development and improvement of management, the attitude towards a person has changed. In modern society, the employee is one of the main assets of the organization. Personnel is a strategic resource that, if used correctly, can generate profits in the long term. Personnel management is an important area, and the work of the entire organization depends on the effectiveness of its implementation. A new process within the framework of building a general human resource management strategy is HR branding - building an attractive brand of an employer's organization in order to influence the external environment. Existing employees can become an effective channel for promoting an HR brand. Therefore, the internal brand of the employer is especially important, the essence of which lies in the attitude of employees to their organization, that is, in employees' satisfaction with their work, working conditions. The process of creating and developing an employer's brand allows you to improve the efficiency of the organization, increase its competitiveness and reduce a number of costs. This paper analyzes the internal HR-branding of the hotel business. During the research, both advantages and disadvantages were identified. The necessity of an integrated approach to the formation of an internal HR brand as a tool for retaining the company's human resources is proved.
human resource management, talent management, HR branding, external HR branding, employer value proposition
1. Ageev N.V. Sotsial'no-politicheskaya sistema izuchaemogo regiona (strany) [Socio-political system of the studied region (country)]. Rossiyskiy gosudarstvennyy sotsial'nyy universitet [Russian State Social University]. Moscow, 2014.
2. Brendingovoe agentstvo Freedomart. 5 zabluzhdeniy ob HR-brendinge [Freedomart branding agency. 5 misconceptions about HR branding]. Available at: http://www.freedomart.ru/ (accessed 20 October 2020).
3. Brukovskaya O., Osovitskaya N. HR-Brend. 5 shagov k uspekhu vashey kompanii [HR-Brand. 5 steps to your company's success]. St. Petersburg: Piter Publ., 2011. 160 p.
4. Zotova A., Musalikin V. Razvitie sistemy upravleniya sotsial'nym predprinimatel'stvom v lesnom komplekse Rossii [Development of the social entrepreneurship management system in the forest complex of Russia]. RISK: Resursy, informatsiya, snabzhenie, konkurentsiya [RISK: Resources, information, supply, competition]. 2015, I. 1, pp. 224-229.
5. Kirillov A.V. Tekhnologii upravleniya personalom i kon"yunktura [Personnel management technologies and business environment]. Sotsial'naya politika i sotsiologiya [Social policy and sociology]. 2014, I. 4 (105), pp. 173-184.
6. Krasovskiy Yu.D. Organizatsionnaya diagnostika sotsiokul'turnykh protsessov v firme [Organizational diagnostics of socio-cultural processes in the company]. Moscow, 2014.
7. Kryukova E.M., Makeeva D.R. Sertifikatsiya personala kak instrument povysheniya kachestva uslug kompaniy sfery servisa [Personnel certification as a tool to improve the quality of services of service companies]. Natsional'nye interesy: prioritety i bezopasnost' [National interests: priorities and security]. 2012, I. 14, pp. 29-34.
8. Maloletko A.N., Kaurova O.V., Kryukova E.M., Yukhin K.E. Rol' i znachenie sovremennykh mediasredstv v marketingovykh kommunikatsiyakh [The role and importance of modern media in marketing communications]. Uchenye zapiski Rossiyskogo gosudarstvennogo sotsial'nogo universiteta [Scientific notes of the Russian State Social University]. 2014, I. 3 (125), pp. 96-103.
9. Osovitskaya N. HR-brending. Kak stat' luchshim rabotodatelem v Rossii [R-branding. How to become the best employer in Russia]. St. Petersburg, Piter Publ., 2012. 288 p.
10. Brand Puzzles [Elektronnyy resurs]. Available at: http://engagegroup.co.uk/wp-content/uploads/2013/05/Brand-puzzles-employer-brand-vconsumer-brand.pdf (accessed 20 October 2020).
11. Employer Brand International, Employer Branding Global Research Study, 2009 [Elektronnyy resurs]. Available at: http://www.employerbrandinternational.com/publications/ci76 (accessed 20 October 2020).
