High-potential human resources under the new economic conditions: issues of management in the place marketing system

Abstract

The latest geopolitical events and the new economic reality have significantly altered the labour market and human resource management practices, highlighting “talent”, i. e. high-potential professionals, as a strategically important category. This work aims to form the concept of high-potential human resource management in the system of place marketing of the region (the Tyumen Region was taken as an example). In the “war for talents,” regions traditionally compete for youth and young families with children. Considering the two recent waves of relocation, migrants — former residents of the region who now live outside the region or country — should be considered as an important target group. The online survey, carried out for more than 100 ex-residents of the Tyumen Region, has revealed the prospects of their participation in the regional economy and built the basis of the brand platform of the Tyumen Region for this target audience. It is proposed to integrate such HR-marketing tools as EJM (Employee Journey Map), EX (Employee Experience), and ERM (Employee Relationship Management) into the management system for this segment.