Proceedings of the IX International Scientific and Practical Conference “Current Problems of Social and Labour Relations" (ISPC-CPSLR 2021)

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Diagnosis of Labor Relations and Human Capital Through the Prism of HR Branding

Authors
Svetlana Kochina1, *, Elena Shchetinina2
1Belgorod State Technological University named after V.G. Shoukhov, Belgorod, Russia
2Saint Petersburg State Technological Institute (Technical University), Saint-Petersburg, Russia
Corresponding Author
Svetlana Kochina
Available Online 22 February 2022.
DOI
10.2991/assehr.k.220208.034How to use a DOI?
Keywords
Labor relations; Human capital; Integrativity; HR branding; HR management; Diagnostics of human capital
Abstract

The purpose of the article is to describe the principles of a new integrative methodological approach to the analysis of labor relations and corporate human capital (HC), an approach that would consider the multidimensionality of this category, namely, its relationship with social, marketing, economic and environmental aspects. The hypothesis is put forward and argued that it is advisable to carry out the analysis and formation of the HC and the corresponding labor relations based on HR branding as a tool of the integral direction of corporate marketing and management. In turn, it is based on the most progressive concepts of social and ethical marketing and the social responsibility of business at the moment. Based on this, it is proposed to diagnose such multidimensional indicators of the company’s condition as labor, based on the elements of the HR branding structure as a management subsystem, assessing their presence and development in a particular corporation, the scale of investment in this area, efficiency and impact on performance. Thus, this integrative methodological approach will allow the company to identify weaknesses in its workforce and then develop measures to eliminate them and strengthen market positions based on the data obtained.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the IX International Scientific and Practical Conference “Current Problems of Social and Labour Relations" (ISPC-CPSLR 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
22 February 2022
ISBN
978-94-6239-541-1
ISSN
2352-5398
DOI
10.2991/assehr.k.220208.034How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Svetlana Kochina
AU  - Elena Shchetinina
PY  - 2022
DA  - 2022/02/22
TI  - Diagnosis of Labor Relations and Human Capital Through the Prism of HR Branding
BT  - Proceedings of the IX International Scientific and Practical Conference “Current Problems of Social and Labour Relations" (ISPC-CPSLR 2021)
PB  - Atlantis Press
SP  - 193
EP  - 197
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220208.034
DO  - 10.2991/assehr.k.220208.034
ID  - Kochina2022
ER  -