CORPORATE CULTURE AS A STRATEGIC TOOL FOR ATTRACTING AND RETAINING TALENTS IN THE PROCESS OF MANAGING PERSONNEL SECURITY OF BUSINESS ENTITIES
Authors:   Bohdan Khmelnytsky National University of Cherkasy, Kladova Olha , Bilous Svitlana ,   Bohdan Khmelnytsky National University of Cherkasy
Published: December 2024

Corporate culture is one of the most crucial elements of modern enterprise management, especially in the context of attracting and retaining talent. This article examines corporate culture as a strategic tool that not only shapes the internal environment of an organization but also directly impacts the company's competitiveness in the market. Corporate culture is defined as the set of values, norms, beliefs, and rules that dictate employee behavior and contribute to achieving the company's strategic goals. The focus is on analyzing its impact on talent acquisition and retention processes, employee motivation, loyalty, and engagement. The article emphasizes the importance of creating a conducive work environment that supports professional development and personal growth of employees. Various aspects of corporate culture are explored, such as open communication, opportunities for learning and development, recognition and reward systems, and creating a work-life balance. Different models of corporate culture that contribute to attracting talented professionals are examined, and the need for an individualized approach to developing cultural elements that align with the company's specifics and strategy is justified. The article also addresses the issue of talent retention, which includes not only a competitive compensation system but also the creation of conditions for professional growth, career advancement opportunities, and adequate support from management. It is highlighted that talent retention is a critical factor in ensuring the company's stable growth and achieving its long-term goals. The author concludes that corporate culture is a significant factor influencing employees' decisions to stay with the company, particularly through a sense of belonging, job satisfaction, and the ability to achieve personal and professional goals. By analyzing various approaches to shaping corporate culture, the author emphasizes the importance of integrating cultural elements into all aspects of management processes, from hiring and onboarding new employees to strategic planning and change management. It is noted that an effective corporate culture results from ongoing dialogue between management and employees, as well as organizational flexibility to adapt to changes in the external environment. Thus, the article underscores that corporate culture is a powerful tool for building a strong and cohesive team capable of achieving high results in the modern market. It provides recommendations for managers on enhancing the effectiveness of corporate culture through regular assessment, adaptation to new challenges, and alignment with the company's strategy. Successful implementation and maintenance of corporate culture require active involvement from leadership, a strategic approach, and a readiness for change, ultimately enabling the company to attract and retain the talent necessary for its development and success.