title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð¿Ð»Ð°Ð½Ð° Ð´Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ HR-Ð±ÑÐµÐ½Ð´Ð° ÑÐ¸Ð½ÑÐµÑ -ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ Ð¼ÐµÐ´Ð¸Ð° (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐÐ Â«Ð¡ÐÐ¤Ð¢ÐÐÐ¡Â»)
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: Development of a content plan to promote the HR-brand of a fintech company in social media (using the example of SOFTIX LLC)
Creators: name: ÐÐ²Ð°Ð½ÐµÑ, ÐÐ½Ð°ÑÑÐ°ÑÐ¸Ñ
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: 2022
Subjects: ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð¿Ð»Ð°Ð½Ð°
HR-Ð±ÑÐµÐ½Ð´
digital-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
SMM
Ð²Ð»Ð¸ÑÐ½Ð¸Ðµ Ð¿Ð°Ð½Ð´ÐµÐ¼Ð¸Ð¸
content plan development
HR brand
digital marketing
pandemic impact

description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ: Â«Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð¿Ð»Ð°Ð½Ð° Ð´Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ HR-Ð±ÑÐµÐ½Ð´Ð° ÑÐ¸Ð½ÑÐµÑ-ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ Ð¼ÐµÐ´Ð¸Ð° (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐÐ Â«Ð¡ÐÐ¤Ð¢ÐÐÐ¡Â»)Â».ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð°Ð½Ð°Ð»Ð¸Ð·Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ Ð¼ÐµÐ´Ð¸Ð° Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð´Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ HR-Ð±ÑÐµÐ½Ð´Ð° Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ Ð´Ð»Ñ Ð¿ÑÐ¸Ð²Ð»ÐµÑÐµÐ½Ð¸Ñ IT-ÑÐ¿ÐµÑÐ¸Ð°Ð»Ð¸ÑÑÐ¾Ð². 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:Ð Ð°ÑÑÐ¼Ð¾ÑÑÐµÑÑ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ digital-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¸ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ Ð¼ÐµÐ´Ð¸Ð° ÐºÐ°Ðº ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÑ ÑÑÐµÐ´Ñ Ð±ÑÐµÐ½Ð´Ð° Ð¸ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»Ñ;ÐÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ Ð¸ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð²Ñ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ñ ÑÑÐµÑÐ¾Ð¼ Ð²Ð»Ð¸ÑÐ½Ð¸Ñ Ð¿Ð°Ð½Ð´ÐµÐ¼Ð¸Ð¸ Ð½Ð° ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ Ð¼ÐµÐ´Ð¸Ð°;ÐÑÐ¾Ð²ÐµÑÑÐ¸ ÑÐµÑÐ½Ð¸ÐºÐ¾-ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸Ð¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÐÐÐ Â«Ð¡ÐÐ¤Ð¢ÐÐÐ¡Â», Ð°Ð½Ð°Ð»Ð¸Ð· Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ Ð¼ÐµÐ´Ð¸Ð°;Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð¿Ð»Ð°Ð½ Ð´Ð»Ñ Ð°ÐºÐºÐ°ÑÐ½ÑÐ¾Ð² Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ HR-Ð±ÑÐµÐ½Ð´Ð°, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÐ¾ÑÑÐ°Ð²Ð¸ÑÑ Ð´Ð¸Ð°Ð³ÑÐ°Ð¼Ð¼Ñ ÐÐ°Ð½ÑÐ°, Ð³Ð´Ðµ Ð±Ð¸Ð·Ð½ÐµÑ-Ð¿ÑÐ¾ÑÐµÑÑ ÑÑÑÐ¾Ð¸ÑÑÑ Ð½Ð° Ð±Ð°Ð·Ðµ ÑÐ¸ÐºÐ»Ð° PDCA.ÐÐ»Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð° Ð²ÑÐ±ÑÐ°Ð½Ð° FBS â Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½Ð°Ñ ÑÐ¸Ð½ÑÐµÑ-ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ, Ð·Ð°ÑÐµÐ³Ð¸ÑÑÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½Ð°Ñ Ð² Ð Ð¾ÑÑÐ¸Ð¸ ÐºÐ°Ðº ÐÐÐ Â«Ð¡ÐÐ¤Ð¢ÐÐÐ¡Â». ÐÐ»Ñ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð±ÑÐ»Ð¸ ÑÐ°ÑÑÑÐ¸ÑÐ°Ð½Ñ ÑÐµÑÐ½Ð¸ÐºÐ¾-ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸Ðµ Ð¿Ð¾ÐºÐ°Ð·Ð°ÑÐµÐ»Ð¸ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸, ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ ÑÐ¸Ð½Ð°Ð½ÑÐ¾Ð²Ð°Ñ Ð¾ÑÑÐµÑÐ½Ð¾ÑÑÑ Ð¸ Ð·Ð°ÐºÑÑÑÑÐµ Ð¸ÑÑÐ¾ÑÐ½Ð¸ÐºÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, ÑÐ¾Ð±ÑÐ°Ð½Ñ Ð¸ Ð¸Ð·ÑÑÐµÐ½Ñ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ñ Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ Ð½Ð°ÑÑÐ½Ð¾Ð¹ ÑÐ»ÐµÐºÑÑÐ¾Ð½Ð½Ð¾Ð¹ Ð±Ð¸Ð±Ð»Ð¸Ð¾ÑÐµÐºÐ¸ ÐÐ¸Ð±ÐµÑÐÐµÐ½Ð¸Ð½ÐºÐ°, Ð¿Ð¾Ð¸ÑÐºÐ¾Ð²Ð¾Ð¹ ÑÐ¸ÑÑÐµÐ¼Ñ ÐÐºÐ°Ð´ÐµÐ¼Ð¸Ñ Google, Ð° ÑÐ°ÐºÐ¶Ðµ Mendeley.Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ ÑÐ¾Ð·Ð´Ð°Ð½ ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð¿Ð»Ð°Ð½ Ð´Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° FBS Ð½Ð° Ð¼Ð°ÑÑ 2022 Ð³Ð¾Ð´Ð° Ð´Ð»Ñ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÑÐ¸ Instagram, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÑÐ´ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð´Ð»Ñ Ð°Ð´Ð°Ð¿ÑÐ°ÑÐ¸Ð¸ ÐºÐ¾Ð½ÑÐµÐ½ÑÐ° Ðº Ð¿ÑÐ¾ÑÐ¸Ð¼ Ð¿Ð»Ð¾ÑÐ°Ð´ÐºÐ°Ð¼. Ð¢Ð°ÐºÐ¶Ðµ ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½Ð° Ð´Ð¸Ð°Ð³ÑÐ°Ð¼Ð¼Ð° ÐÐ°Ð½ÑÐ°, Ð³Ð´Ðµ Ð±Ð¸Ð·Ð½ÐµÑ-Ð¿ÑÐ¾ÑÐµÑÑ Ð¿Ð¾ÑÑÑÐ¾ÐµÐ½ Ð½Ð° Ð±Ð°Ð·Ðµ ÑÐ¸ÐºÐ»Ð° PDCA. ÐÐ¾Ð¼Ð¸Ð¼Ð¾ Ð¿ÑÐ¾ÑÐµÐ³Ð¾ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ Ð¼ÐµÑÑÐ¸ÐºÐ¸, Ð¿Ð¾Ð·Ð²Ð¾Ð»ÑÑÑÐ¸Ðµ Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°ÑÑ ÑÐµÐ»ÐµÑÐ¾Ð¾Ð±ÑÐ°Ð·Ð½Ð¾ÑÑÑ Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ð½ÑÑ Ð² ÑÐ°Ð±Ð¾ÑÐµ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹.
description: The subject of the graduate qualification work is âDevelopment of a content plan to promote the HR-brand of a fintech company in social media (using the example of SOFTIX LLC)â.The given work is devoted to analysis of the company's marketing and communication activities in social media and the development of measures to promote the HR brand in social networks to attract IT specialists. Tasks that were solved during the study:Consider digital marketing tools and social media as a brand and consumer communication environment;Analyze the audience and development prospects, taking into account the impact of the pandemic on social media;To conduct a technical and economic analysis of SOFTIKS LLC, an analysis of the company's marketing and communication activities in social media;Develop a content plan for HR brand social media accounts, as well as create a Gantt chart where the business process is based on the PDCA cycle.FBS, an international fintech company registered in Russia as SOFTICS LLC, was selected for the study. For the analysis, the technical and economic indicators of the organization were calculated, financial statements and closed sources of the company were reviewed, theoretical materials were collected and studied using the Cyberleninka scientific electronic library, the Google Academy search engine and Mendeley.As a result, a content plan was created to promote the corporate brand FBS for March 2022 for the social network Instagram, as well as a number of recommendations for adapting content to other platforms. A Gantt chart has also been compiled, where the business process is based on the PDCA cycle. Among other things, the metrics that allow to justify the expediency of the activities presented in the work are considered.