Perm', Perm, Russian Federation
student
The challenges of recent years — technological progress, the COVID-19 pandemic, SVO and others — have adjusted the values and behavior of people, social relations, business models of companies. The limited number of specialists in the labor market gives them priority in choosing an employer. More than ever, HR managers are expected to provide innovative solutions to improve the efficiency of HR management. The formation and development of the employer brand is the foundation for improving the indicators of attracting, retaining and engaging employees. The transfer of digital values from everyday life to production has determined the need to provide candidates and employees with a quick and convenient service for interacting with the employer company. The inability to conduct their own development of digital solutions across the entire spectrum of HR business processes directs managers to search for relevant intersubject interactions. Cooperation allows us to unite in an ecosystem and solve our own tasks to ensure the sustainable development of the company: for the employer to increase the efficiency of personnel management by working with the employer brand, for developers to test and update digital solutions in the field of personnel management. The purpose of the study is to review the digital solutions of potential actors of the employer brand ecosystem to improve the efficiency of personnel management. The results of the study are presented by the author’s definition of the employer brand ecosystem; the characteristics of the key elements visualized by the employer brand ecosystem model; an overview of the digital solutions of potential actors, developers and suppliers, throughout the process of employer brand management. Throughout all stages of the AIDA model in employer brand management: “I know the company, I observe its activities, I want to work in it, I apply for a vacancy and accept an offer”, it is possible to find an appropriate and effective digital solution by collaborating with actors.
employer brand, employer brand ecosystem, employer brand management, developer and supplier actors, digital solutions
1. Zhizn' posle BANI. Voshod novyh mirov. URL: https:// blog.bitobe.ru/article/zhiznposlebanivoshodnovyhmirov/ (data obrascheniya: 20.11.2022).
2. HR 2023: FOKUS, IMPORTOZAMESchENIE I PODDERZhKA SOTRUDNIKOV. URL: https://ithracademy.ru/ hr_focus_2023 (data obrascheniya: 20.11.2022).
3. HeadHunter. Formiruem brend rabotodatelya vashey kompanii. URL: https://perm.hh.ru/article/employerbrand (data obrascheniya: 24.11.2022).
4. EVP brenda rabotodatelya. URL: https://1.changellenge.com/ evp (data obrascheniya: 24.11.2022).
5. Effektivnye resheniya dlya prodvizheniya brenda rabotodatelya. URL: https://changellenge.com/forbestemployers/ (data obrascheniya: 25.11.2022).
6. Plany po avtomatizacii HR v 2023 godu. URL: https:// skillaz.ru/planypoavtomatizaciihrv2023/ (data obrascheniya: 26.11.2022).
7. Formiruem brend rabotodatelya vashey kompanii. URL: https://perm.hh.ru/article/employerbrand (data obrascheniya: 27.11.2022).
8. Platforma rosta. URL: https://changellenge.com/forbestemployers/ (data obrascheniya: 27.11.2022).
9. Brend rabotodatelya. URL: http://apostrofmedia.com/blog/ employerbrand/ (data obrascheniya: 27.11.2022).
10. Razvitie brenda rabotodatelya. URL: https://ancor.ru/ services/consulting/razvitiebrendarabotodatelya/ (data obrascheniya: 27.11.2022).
11. Marketing v HR. URL: https://paperplanes.ru/portfolio/ employeeexperience (data obrascheniya: 27.11.2022).
12. Razvitie sistemy upravleniya lyud'mi. URL: https://blog.Bitobe.ru/article/razvitiesistemyupravleniyalyudmi/ (data obrascheniya: 27.11.2022).
13. All Employers Have a Brand. Make Sure Yours Is Managed. URL: https://www.jobportraits.com/employerbranding (data obrascheniya: 27.11.2022).
14. Moore J.F. The death of competition: Leadership and strategy in the age of business ecosystems. New York: Harper Collins.1997.
15. Popov E.V., Dolzhenko R.A.,Simonova V.L. Teoriya ekosistemnogo analiza // Voprosy upravleniya. № 6 (73) 2021. S. 20–36.
16. Tret'yakova E.A., Freyman E.N. Ekosistemnyy podhod v sovremennyh ekonomicheskih issledovaniyah // Voprosy upravleniya. № 1 (74). 2022. S. 6–20.
17. Popov E.V. Ekosistema firmy: monografiya / E.V.Popov, V.L. Simonova, I.P. Chelak. — M.: INFRAM, 2022. — 311.
18. Mitrofanova E.A. Ekosistemnyy podhod dlya transformacii upravleniya chelovecheskimi resursami / E.A. Mitrofanova, A.E. Mitrofanova // Liderstvo i menedzhment. 2022. — T. 9, № 1. — S. 201–218.
19. Upravlenie personalom v Rossii: ot ego k ekosisteme / I.B. Durakova, E.A. Mitrofanova, A.E. Mitrofanova [i dr.]. M.: Nauchnoizdatel'skiy centr INFRAM, 2021. — 281 s.
20. Zaharov D.K. Formirovanie i razvitie HRekosistemy v organizacii / D.K. Zaharov, A.S. Lobacheva // Upravlenie personalom i intellektual'nymi resursami v Rossii. 2020. — T. 9, № 1. — S. 23–26.
21. Masalova Yu.A. Marketing personala: uchebnoe posobie dlya vuzov / Yu.A. Masalova. — M.: YuRAYT, 2021. — 321 s.
22. Turgunov M. Biznes ekosistema brenda. URL: https:// turgunov.ru/businessecosystembrand/ (data obrascheniya:03.12.2022).
23. Minchington B. The Employer Branding Ecosystem. URL: https://www.employerbrandingcollege.com/post/2017/09/21/ theemployer branding ecosystemv2 (data obrascheniya: 03.12.2022).
24. Employer Brand Ecosystem Diagram. URL: https:/envolstrategies.com/employerbrandecosystemdiagram/ (data obrascheniya: 03.12.2022).
25. Popov E.V. Ekosistema firmy: monografiya / E.V. Popov, V.L. Simonova, I.P. Chelak. — M.: INFRAM, 2022. — 311.
26. Kak sobrat' koncepciyu brenda rabotodatelya. URL: https:// perm.hh.ru/article/24910?ysclid=leqsm03bih307205249 (data obrascheniya: 5.12.2022).
27. Sammit HRdirektorov Rossii i SNG. URL: https:// hrsummit.ru/ (data obrascheniya: 5.12.2022).
28. Osovickaya N., Londar' E. Put' sotrudnika. Praktiki luchshih rabotodateley. — SPb.: Piter, 2021. — 416 s.
29. Osovickaya N. HR. Rekruting. Obuchenie. Marketing. Analitika. — SPb.: Piter, 2020. — 496 s.
30. Osovickaya N., Londar' E. Biznes, lyudi i otnosheniya. SPb.: Piter, 2023. — 432 s.
31. Lider sredi korporativnyh sistem upravleniya proektami. URL: https://www.advantagroup.ru/
32. Oficial'nyy sayt EKOPSI. URL: https://www.shl.ru/ reshenijadljahr/vovlechenieiuderzhanie (data obrascheniya:07.12.2022).
33. Oficial'nyy sayt Bitobe. URL: https://www.bitobe.ru/ (data obrascheniya: 7.12.2022).
34. Oficial'nyy sayt EPSI. URL: https://epsirating.ru/epsiesi (data obrascheniya: 7.12.2022).
35. Oficial'nyy sayt Happy Inc. URL: https://happyinc.ru/ (data obrascheniya: 7.12.2022).
36. Oficial'nyy sayt Changellenge. URL: https://changellenge.com/forbestemployers/ (data obrascheniya: 7.12.2022).
37. Oficial'nyy sayt KeyHabits. URL: https://keyhabits.ru/ (data obrascheniya: 7.12.2022).
38. Oficial'nyy sayt Huntflow. URL: https://huntflow.ru/ (data obrascheniya: 7.12.2022).
39. Oficial'nyy sayt Experium. URL: https://experium.ru/ (data obrascheniya: 9.12.2022).
40. Oficial'nyy sayt Talenttech. URL: https://talenttech.ru/ potok/ (data obrascheniya: 9.12.2022).
41. Oficial'nyy sayt friendwork. URL: https://friend.work/ (data obrascheniya: 9.12.2022).
42. Oficial'nyy sayt Webinar. URL: https://webinar.ru/ (data obrascheniya: 9.12.2022).
43. Oficial'nyy sayt Ispring. URL: https://www.ispring.ru/ company (data obrascheniya: 9.12.2022).
44. Oficial'nyy sayt Ekvio. URL: https://equeo.com/ (data obrascheniya: 9.12.2022).
45. Oficial'nyy sayt Solvery. URL: https://solvery.io/ (data obrascheniya: 9.12.2022).
46. Oficial'nyy sayt Granatum.
47. Oficial'nyy sayt CROC education solutions. URL: https:// edu.croc.ru/ (data obrascheniya: 11.12.2022).
48. Oficial'nyy sayt HR Messenger. URL: https://hrmessenger.com/ (data obrascheniya: 11.12.2022).
49. Oficial'nyy sayt Chatme. URL: https://chatme.ai/ (data obrascheniya: 11.12.2022).
50. Oficial'nyy sayt Ice rock. URL: https://icerockdev.ru/ (data obrascheniya: 11.12.2022).
51. SberCraft: brauzernaya igra dlya nayma razrabotchikov. URL: http://ithrawards.ru/sbersbercraft?ysclid=le2fwwjvc880130464 (data obrascheniya: 11.12.2022).
52. Nagibina N.I., Schukina A.A. HRDigital: cifrovye tehnologii v upravlenii chelovecheskimi resursami // Internetzhurnal «NAUKOVEDENIE» Tom 9, No1 (2017) http://naukovedenie.ru/PDF/24EVN117.pdf
53. Lyudi v cifrah. URL: https://peopledigits.hh.ru/ (data obrascheniya: 12.12.2022).
54. Luchshie praktiki HRavtomatizacii v Rossii. URL:https://talenttech.ru/blog/hrreview/hrautomationinrussia/ (data obrascheniya: 12.12.2022).
55. HR -Tech resheniya VK. URL: https://vk.company/ru/ company/about/ (data obrascheniya: 12.12.2022).
56. Oficial'nyy sayt Skillaz. URL: https://skillaz.ru/hcm/ (data obrascheniya: 13.12.2022).
57. Oficial'nyy sayt Mirapolis. URL: https://www.mirapolis.ru/aboutcompany/ (data obrascheniya: 15.12.2022).
58. Oficial'nyy sayt Ancor. URL: https://ancor.ru/ecosystem/ (data obrascheniya: 15.12.2022).
59. Oficial'nyy sayt HRBOX. URL: https://hrbox.io/ (data obrascheniya: 15.12.2022).
60. Oficial'nyy sayt Websoft. URL: https://hcm.websoft.ru/ hcm_company (data obrascheniya: 15.12.2022).
61. Oficial'nyy sayt Motivity. URL: https://motivity.ru/ (data obrascheniya: 15.12.2022).
62. Oficial'nyy sayt Talent Rocks. URL: https://talentrocks.ru/ (data obrascheniya: 15.12.2022).
63. Oficial'nyy sayt Top Factor. URL: https://topfactor.pro/ (data obrascheniya: 15.12.2022).
