Diagnosis of Labor Relations and Human Capital Through the Prism of HR Branding

Abstract

The purpose of the article is to describe the principles of a new integrative methodological approach to the analysis of labor relations and corporate human capital (HC), an approach that would consider the multidimensionality of this category, namely, its relationship with social, marketing, economic and environmental aspects. The hypothesis is put forward and argued that it is advisable to carry out the analysis and formation of the HC and the corresponding labor relations based on HR branding as a tool of the integral direction of corporate marketing and management. In turn, it is based on the most progressive concepts of social and ethical marketing and the social responsibility of business at the moment. Based on this, it is proposed to diagnose such multidimensional indicators of the company's condition as labor , based on the elements of the HR branding structure as a management subsystem, assessing their presence and development in a particular corporation, the scale of investment in this area, efficiency and impact on performance. Thus, this integrative methodological approach will allow the company to identify weaknesses in its workforce and then develop measures to eliminate them and strengthen market positions based on the data obtained.