HR BRANDING VA MARKETING INTEGRATSIYASI: KORXONA IMIJINI MUSTAHKAMLASH STRATEGIYALARI
DOI:
https://doi.org/10.5281/zenodo.17780228Keywords:
HR branding, marketing integratsiyasi, korporativ imij, employer brend, xodim tajribasi, brend kapitali, korporativ madaniyat, strategik kommunikatsiyaAbstract
Ushbu maqolada HR branding va marketing integratsiyasining korxona imijini mustahkamlashdagi strategik
ahamiyati yoritilgan. Global raqobat sharoitida korxonaning faqat mahsulot yoki xizmat sifati emas, balki ichki va tashqi
auditoriya orasida shakllanuvchi korporativ qiyofasi ham asosiy raqobat ustunligiga aylanayotgani ta’kidlangan bo’lib,
tadqiqotda HR brandingning tarkibiy elementlari – xodim tajribasi, EVP (Employee Value Proposition), korporativ
qadriyatlar va ichki brending jarayonlari marketing kommunikatsiyalari bilan o‘zaro uyg‘unlashuvda qanday samaradorlik
berishi tahlil qilingan. Shuningdek, marketingning iste’molchi tajribasi, kommunikatsiya strategiyalari, tashqi brend
boshqaruvi HR jarayonlari bilan integratsiyalanganda korxonaning brend kapitali sezilarli darajada oshishi amaliy misollar
asosida asoslab berilgan. Jahon tajribasi va mahalliy tadqiqotlar tahlili HR–marketing integratsiyasining xodimlar sodiqligi,
iste’dodlarni jalb qilish, korporativ obro‘, brend ishonchliligi va bozor pozitsiyalariga bevosita ta’sir ko‘rsatishini ko‘rsatadi.
Maqola HR va marketing o‘rtasidagi strategik hamkorlikning nazariy modelini ishlab chiqishga xizmat qiladi
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