Abstract
Serious competition for potentially valuable workers between the management teams of the regions is currently observed. The aim of the work is to form the concept of high-potential human resource management in the system of place marketing of the region (Tyumen region was taken as an example). In the “war for talents”, a region needs to compete for retaining and attracting primarily such target groups as youth and young families with children. Another significant target group is migrants -former residents of the region, who now live outside the region or country. It is this target group that is in the focus of the study, forming significant elements of the regional talent management as a system that are the ways of interaction between the talent management system and the external environment (region). The online survey, carried out for more than 100 ex-residents of Tyumen region, revealed the prospects of their participation in the regional economy and built the basis of the brand platform of Tyumen Region for this target audience. It is proposed to integrate such HR-marketing tools as EJM (Employee Journey Map), EX (Employee Experience), ERM (Employee Relationship Management) into the management system for this segment.
Highlights
Digital transformation provides great business opportunities and explosive economic growth
Technological and digital transformation is often not supported by the corresponding dynamics of labor productivity and qualitative changes in human resources, which is reflected in the well-known “productivity paradox” formulated by R
Women accounted for 74% of the total number of respondents, men - 26%. This group of respondents can fully represent the target group "Talents", because 57% of the respondents have one higher education, 29% have more than one higher education, 8% have a candidate of sciences/PhD degree, 1% have a doctor of sciences degree, 5% have incomplete higher education
Summary
Digital transformation provides great business opportunities and explosive economic growth. Solow based on the analysis of empirical data [1] This gap between the technological and human factors of production is revealed in acute shortage of valuable personnel - 45% of employers in the world are not able to find a suitable employee, since there are no candidates on the market, who would possess the required qualifications, even in populous and rapidly developing China ("talent paradox") [2], in active headhunting of valuable personnel by competitors (executive search), in the growing imbalance between strategic jobs and the skill level and productivity of workers. These resource constraints in relation to the quality and supply of human resources in Russia are aggravated by the consequences of the “demographic and qualification hole”, long-term brain drain to foreign countries - according to RANEPA, 100,000 people leave Russia every year, 40% of which have higher education [2], an increase in the degree of differentiation of regions and an increase in interregional competition for investment and human resources
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