HR marketing: business development through personnel - free course from the Russian School of Management, training, date: December 7, 2023.

Consultant on organizational development, strategic and operational management, personnel training. Expert in setting up business processes.

MBA teacher at Russian School of Management. Organizational psychologist, expert in personnel training and development, building management teams.

Ph.D., consultant on management, training and personnel development. Has practical experience in the development and implementation of HR technologies in retail business.

Personnel motivation and corporate culture: tools for increasing employee productivity
• Why create a corporate culture.
• How corporate culture affects staff motivation.
• Value-based approach to managing team activities. Types of corporate cultures. Framework of corporate culture. Mission, values, vision of the company as a management tool. Corporate cultural code.
• Workshop: Diagnostics of the existing corporate culture.

Introduction of a corporate culture that motivates development. Internal PR tools
• Value-based approach to managing team activities.
• Framework for corporate culture.
• Mission, values, vision of the company as a management tool.
• Corporate cultural code.
• Types of corporate cultures.
• Transformation of corporate culture through the life cycle of the organization.
• Formation of corporate culture.
• Internal PR. Tools of corporate propaganda.
• Organizational ideology.
• Assessing the effectiveness of measures to create a corporate culture
• X and Y work motivation. Evolution of approaches. Generation theory.
• 10 factors of motivational organization of work. Modern techniques.
• Kaleidoscope of management practices.

Profiling. Knowledge of character
• Basics of typology, features of human thinking
• Types of characters (demonstrative tendency, aggressive tendency, stuck tendency, sensual tendency, active tendency, creative tendency)
• Types, essence and grounds for the formation of various psychotypes of human character
• External manifestations of the psychotype (gestures, facial expressions, style of self-expression, features of self-presentation)
• Goals and values ​​of people of different psychotypes
• Technologies for correcting the interlocutor’s behavior based on knowledge of his character type
• Conflict management taking into account the psychotype of the interlocutor
• Connection between the type of thinking and a person’s psychotype
• Drawing up a character profile based on facial features
• Determination of psychotype based on video and photographic materials
• Errors and inaccuracies in determining the psychotype
• Features of collecting information to determine a person’s psychotype
• Analysis of the psychotypes of famous people, video examples
• The problem of self-analysis and the ability to regulate one’s own behavioral manifestations
• Working with combinations of psychotypes in one person
• Practical tools for influencing people during group communication
• Additional ways to influence carriers of various psychotypes
• Exercises for post-training development of analysis and observation of the interlocutor’s behavior

Development of employee potential. Talent-management. Knowledge Management
• Principles of “Talent Management” in recruiting and selecting employees. Creating a motivational environment. Application of coaching and mentoring technology for talent development.
• Knowledge management and core competency management. Planning for the development of key competencies. Assessment of the level of intellectual capital. Relationship between human resource management strategy and knowledge management strategy. Creation of a knowledge management system based on corporate training.

Change management when working with personnel
• Corporate culture as an environment of change.
• Focus of change: people and system. Cascading changes.
• Research methods: surveys and questionnaires.
• Expert groups and development methods.
• Focus groups and discussion methods.
• Conflicts when developing and implementing changes.
• Resistance to change.
• Implementation of changes.
• Sustaining change.
• Internal communications

HR marketing. Creation and promotion of an HR brand. Professional internal and external PR
• What is personnel marketing? Marketing information.
• Features of working with different generations.
• Marketing tools for promoting the employer brand.
• Employer value proposition.
• Promoting the employer brand on social media. networks: how and what to research.
• Internal research: the procedure for conducting research and its processing.
• Satisfaction/loyalty/engagement: separate tools.
• Events, competitions, videos.
• Speeches by authorities.
• Gamification.