Attracting Human Resources to Arctic Enterprises Using Marketing Tools

Annotation

In connection with the movement of various types of production in the Arctic region, it becomes necessary to attract human resources to new enterprises. In the article, we analyze the branding system in companies operating in the Arctic region, as one of the most effective areas in marketing activities in the labor market. The study aims at investigating marketing tools that can eliminate the lack of qualified personnel in well-known companies, e.g., Rosatom, Rosneft, PhosAgro, Eurochem, Novatek, Lukoil, Severstal, Gazprom Neft, and Norilsk Nickel. Particular attention is paid to analyzing the branding of organizations, i.e., the main tool for attracting human capital to enterprises. The components of branding are considered, i.e., the brand itself, mission, purpose, and image. A table was compiled illustrating the listed elements for each company. It takes a detailed look at which companies should try to change branding elements to attract more attention from job seekers. The study of the key concepts of branding helped to draw appropriate conclusions about the need to reform marketing tools, which are not developed to one degree or another in the investigated companies.

About authors

Sofya O. PUDOVKINA, student
Saint Petersburg Mining University, Saint Petersburg, Russia

Marina N. KRUK, Cand. Sci. (Econ.), associate professor
Saint Petersburg Mining University, Saint Petersburg, Russia

Keywords

Arctic, human resources, marketing tools, goal, mission, brand

DOI

10.37482/issn2221-2698.2020.40.107

UDC

339(985)(045)