Innovative approach to management of university activity based on application of HR-branding

Author(s):  Bondarenko V.A., Dr., associate Professor, Rostov state University of Economics (RINH), Rostov-on-Don, Russia, b14v@yandex.ru

Maksaev A.A., candidate of Sciences, associate Professor, Krasnodar cooperative Institute (branch) of the ANO VO Centrosoyuz Russian Federation «Russian University of cooperation», Krasnodar, Russia, Arthurmaxaev@mail.ru

I.A. Shumakova, Belgorod National State University, Belgorod, Russia, shumakova@bsu.edu.ru

Issue:  Volume 47 № 1

Rubric:  Investment and innovations

Annotation:  The article examines the relevance of HR-branding in the University's activities. Emphasis is placed on the need to differentiate University employees in terms of the primary sphere of functional activity, offering them various innovative stimulating factors and metrics that determine efficiency. It is also important to expand HR-branding activity to the segment of students who are potential employees of the University in the future, and are already forming its human intellectual capital.

Keywords:  hr-branding, University, intellectual capital, staff, students.

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