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HR-brending pozvolyaet kompanii sozdat' pozitivnuyu reputaciyu na rynke truda, snizit' tekuchest' kadrov, privlekat' i uderzhivat' luchshih kandidatov. Da, mozhno dobit'sya vpechatlyayushchih rezul'tatov minimal'nymi sredstvami. No vy vstretite na puti mnozhestvo lovushek. Svetlana Ivanova rasskazyvaet ob osnovnyh slozhnostyah HR-brendinga. Pochemu nagrada sotrudniku ili podarok klientu mozhet vyzvat' negativnye emocii, chto mozhet poyti ne tak pri adaptacii novichkov, kak sdelat' korporativnye meropriyatiya deystvitel'no poleznymi? Vy nauchites' provodit' issledovaniya loyal'nosti i smozhete vystroit' real'no rabotayushchuyu korporativnuyu kul'turu.
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