Abstract
The study examines innovative HR branding strategies for the forest industry. The need for innovation is driven by the growing influence of negative trends that complicate the reproduction of human resources within the framework of timber industry. These alarming trends are largely characteristic of both markets economically developed and developing countries. The paper presents a quantitative and qualitative analysis of HR innovations in communication policies of Russian and foreign companies. The benchmarking analysis of innovative HR branding practices enables us to build the best communication model for companies working in the forest sector of the economy.
Highlights
Economic globalization contributes to the growing strategic interest of foreign and domestic companies in the development of their HR brands
Researchers describe the concept of an HR brand as “a combination of employer’s economic, psychological and emotional advantages in the market”, as “a system of images, and ideas about an organization as an employer conveyed to external and internal publics”, and as “a set of targeted measures to create a positive image of an employer and to attract high-quality job seekers” [1,2,3]
Benefits, images, and events are focused on the creation of a favorable and manageable image of an industrial company as an employer for current and potential employees
Summary
Economic globalization contributes to the growing strategic interest of foreign and domestic companies in the development of their HR brands. Researchers describe the concept of an HR brand as “a combination of employer’s economic, psychological and emotional advantages in the market”, as “a system of images, and ideas about an organization as an employer conveyed to external and internal publics”, and as “a set of targeted measures to create a positive image of an employer and to attract high-quality job seekers” [1,2,3]. A positive company's image as an employer builds the confidence and trust of employees and job seekers. The combination of these features allows an employer to recruit and retain the top job candidates and employees at the lowest cost, which contributes to the effective strategic development and growth of an organization
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