title: ÐÐ½ÑÑÑÑÐ¼ÐµÐ½ÑÑ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ HR-Ð±ÑÐµÐ½Ð´Ð° Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Instruments for Establishing and Promoting the HR Brand of an Organization
Creators: name: Ð§ÐµÐ»Ð¸Ð´Ð·Ðµ, ÐÐµÑÐ°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: HR-Ð±ÑÐµÐ½Ð´
ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½Ð°Ñ ÐºÑÐ»ÑÑÑÑÐ°
Ð±ÑÐµÐ½Ð´ ÑÐ°Ð±Ð¾ÑÐ¾Ð´Ð°ÑÐµÐ»Ñ
ÑÐµÐ»Ð¾Ð²ÐµÑÐµÑÐºÐ¸Ðµ ÑÐµÑÑÑÑÑ
Ð¼ÐµÐ´Ð¸ÑÐ¸Ð½ÑÐºÐ¸Ðµ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸
ÐºÐ°Ð´ÑÐ¾Ð²ÑÐ¹ Ð´ÐµÑÐ¸ÑÐ¸Ñ
HR brand
corporate culture
employer brand
human resources
healthcare organizations
talent shortage

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ HR-Ð±ÑÐµÐ½Ð´Ð° Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸, ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÐµ Ð¸ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÑÐ¼ HR-Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° Ð¼ÐµÐ´Ð¸ÑÐ¸Ð½ÑÐºÐ¸Ñ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¹. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: 1. ÐÐ·ÑÑÐµÐ½Ð¸Ðµ Ð¸ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸ÑÂ  HR-Ð±ÑÐµÐ½Ð´Ð° Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸. 2. ÐÐ·ÑÑÐµÐ½Ð¸Ðµ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÐ¸ Ð¸ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ HR-Ð±ÑÐµÐ½Ð´Ð° Ð¼ÐµÐ´Ð¸ÑÐ¸Ð½ÑÐºÐ¸Ñ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¹. 3. ÐÑÐ¾Ð²ÐµÑÑÐ¸ Ð±ÐµÐ½ÑÐ¼Ð°ÑÐºÐ¸Ð½Ð³ HR-Ð±ÑÐµÐ½Ð´Ð¾Ð² Ð´ÑÑÐ³Ð¸Ñ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¹. 4. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð´Ð»Ñ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ HR-Ð±ÑÐµÐ½Ð´Ð° Ð¼ÐµÐ´Ð¸ÑÐ¸Ð½ÑÐºÐ¾Ð³Ð¾ ÑÑÑÐµÐ¶Ð´ÐµÐ½Ð¸Ñ.Ð Ð´Ð°Ð½Ð½Ð¾Ð¹ Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÑÑÑ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ð° Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ HR-Ð±ÑÐµÐ½Ð´Ð° Ð¼ÐµÐ´Ð¸ÑÐ¸Ð½ÑÐºÐ¾Ð¹ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð² ÑÑÐ»Ð¾Ð²Ð¸ÑÑ Ð¾Ð³ÑÐ°Ð½Ð¸ÑÐµÐ½Ð½Ð¾Ð³Ð¾ Ð±ÑÐ´Ð¶ÐµÑÐ°. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð¸ÑÑÐ»ÐµÐ´ÑÑÑÑÑ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÐ° HR-Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° Ð¼ÐµÐ´Ð¸ÑÐ¸Ð½ÑÐºÐ¾Ð³Ð¾ ÑÑÑÐµÐ¶Ð´ÐµÐ½Ð¸Ñ. Ð ÐºÐ°ÑÐµÑÑÐ²Ðµ Ð¾Ð±ÑÐµÐºÑÐ° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð¸ Ð²ÑÐ±ÑÐ°Ð½Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ HR-Ð±ÑÐµÐ½Ð´Ð° Ð¼ÐµÐ´Ð¸ÑÐ¸Ð½ÑÐºÐ¾Ð³Ð¾ ÑÑÑÐµÐ¶Ð´ÐµÐ½Ð¸Ñ. ÐÑÐµÐ´Ð¼ÐµÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ HR-Ð±ÑÐµÐ½Ð´ ÐÐ»Ð¸Ð½Ð¸ÐºÐ¸ Ð²ÑÑÐ¾ÐºÐ¸Ñ Ð¼ÐµÐ´Ð¸ÑÐ¸Ð½ÑÐºÐ¸Ñ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¹ Ð¸Ð¼. Ð.Ð. ÐÐ¸ÑÐ¾Ð³Ð¾Ð²Ð° (Ð¡ÐÐ±ÐÐ£). Ð Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð¹ ÑÐ°ÑÑÐ¸ Ð±ÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð±ÐµÐ½ÑÐ¼Ð°ÑÐºÐ¸Ð½Ð³ HR-Ð±ÑÐµÐ½Ð´Ð¾Ð², ÐºÐ°Ðº Ð°Ð½Ð°Ð»Ð¸Ð· Ð¿ÑÐ°ÐºÑÐ¸Ðº, Ð±ÑÐ»Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ñ Ð³Ð»ÑÐ±Ð¸Ð½Ð½ÑÐµ Ð¸Ð½ÑÐµÑÐ²ÑÑ ÐºÐ°Ðº Ñ Ð¾ÑÐ¸ÑÐ½ÑÐ¼ ÑÐ¾ÑÑÑÐ´Ð½Ð¸ÐºÐ¾Ð², ÑÐ°Ðº Ð¸ Ñ Ð²ÑÐ°ÑÐ°Ð¼Ð¸. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð±ÑÐ»Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð´Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ HR-Ð±ÑÐµÐ½Ð´Ð° ÐÐ»Ð¸Ð½Ð¸ÐºÐ¸ ÐÐÐ¢.
description: This paper is dedicated to researching the tools for establishing and promoting the HR brand of an organization, as well as the specifics and peculiarities of HR branding in healthcare organizations.Â  Tasks that were solved during the work: 1. Studying and analyzing the tools for forming and promoting the HR brand of an organization. 2. Studying the specifics and peculiarities of the HR brand in healthcare organizations. 3. Conducting benchmarking of HR brands in other organizations. 4. Developing recommendations for improving the HR brand of a medical institution. This graduation thesis examines the challenge of promoting the HR brand of a medical organization within a limited budget. The paper investigates the specifics of HR branding in a medical institution, focusing on the tools for forming and promoting its HR brand. The research subject is the HR brand of the N.I. Pirogov High Medical Technologies Clinic (SPbSU). The practical part includes benchmarking of HR brands, analysis of practices, and interviews conducted with both office employees and doctors. As a result, recommendations for promoting the HR brand of the HMT Clinic were developed. Some of these recommendations have already been implemented, while others will be introduced in the future.