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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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HR Marketing and HR Branding of Companies in the Conditions of Internationalization of Business Processes
Kutsmus N. M., Prokopchuk O. A.

Kutsmus, Nataliia M., and Prokopchuk, Oksana A. (2026) “HR Marketing and HR Branding of Companies in the Conditions of Internationalization of Business Processes.” Business Inform 2:471–479.
https://doi.org/10.32983/2222-4459-2026-2-471-479

Section: Management and Marketing

Article is written in Ukrainian
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UDC 005.95. 339.9

Abstract:
The article is devoted to researching the methodology of HR marketing in companies amid the internationalization of business processes, and to identifying its functional instrumentarium with a focus on the procedural aspects of forming and promoting the HR brand. It has been fouind that HR marketing is a functional component of the human resource management system, aimed at building a strong company brand as an employer and fostering loyalty among potential and current employees. Achieving these objectives results from the use of marketing methods and tools, provided that associated HR management functions, such as onboarding, motivation, staff development, and well-being management, are implemented efficiently at the same time. Depending on the focus of marketing efforts and communications, HR marketing in a business company has internal and external components, which are carried out through two key functions: informational and communicative. It has been shown that in the system of HR marketing activities, HR branding occupies a central place – the process of creating and promoting the company’s brand as an employer, at the core of which is the employer value proposition (EVP, a unique set of tangible and intangible benefits that the company offers to employees, which determine candidates’ motives for choosing this particular employer). A factor contributing to a strong HR brand in a global economy is the internationalization of business processes, which enhances the attractiveness of companies for employees in terms of career and professional development opportunities, gaining experience, and intercultural competencies. However, the internationalization of business processes becomes a source of a company’s competitive advantage in the labor market only if HR management and marketing strategies and practices are adapted to cross-cultural conditions, requirements, and standards.

Keywords: HR marketing, HR management, HR brand, marketing communications, internationalization.

Fig.: 5. Tabl.: 2. Bibl.: 9.

Kutsmus Nataliia M. – Doctor of Sciences (Economics), Professor, Professor, Department of International Economic Relations and European Integration, Polissia National University (7 Staryi Blvd, Zhytomyr, 10008, Ukraine)
Email: [email protected]
Prokopchuk Oksana A. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of International Economic Relations and European Integration, Polissia National University (7 Staryi Blvd, Zhytomyr, 10008, Ukraine)
Email: [email protected]

List of references in article

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