Strong HR Brand as a Sign of Leadership in Business

  • Alexander Kokovikhin
  • Inna Kulkova
  • Jing Wang
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


Negative demographic trends in Russia in the last quarter of a century and increasing demands on the quality of personnel have actualized the struggle of employers for professionals, and the winners are the companies with a strong and attractive HR brand. In this article, the authors consider the employer’s brand in a correlation with leadership positions in business. In this regard, the purpose of the study, which became the basis of this article, was the development of a management mechanism for maintaining HR brand. As a theoretical approach to the development of this mechanism, the concept of managing the employer value proposition has been adopted. The research methodology, which regards HR brand as an element of leadership, provided for a sociological study that included a semi-structured interview of managers and specialists of the HR services of Russian companies. The results of the study are presented in the form of a model of the management mechanism of HR brand and proposals for activities aimed at building a strong HR brand providing leadership in business for the company. The results obtained can be used in further scientific researches related to efficiency practices in the field of personnel marketing, as well as in the educational process. Besides, the developed model of HR brand management mechanism is recommended as a basis for the development of organizational structures and business processes for the company’s HR brand formation, and the proposed activities can be included in action plans for the implementation of HR strategies of the companies.


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.Ural State University of EconomicsYekaterinburgRussian Federation
  2. 2.Shandong UniversityShandongPeople’s Republic of China

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