SYSTEMIC PROBLEMS OF THE HR BRAND FORMING FOR HIGHER EDUCATION INSTITUTIONS

Author(s): Afanasyeva Yu.S., Kostrova Yu.B.

Rubric: Educational environment

DOI: 10.21777/2500-2112-2025-1-7-14

Release: 2025-1 (50)

Pages: 7-14

Keywords: HR university brand, academic staff, competitive selection, stereotypes about the academic environment, young scientists and employees

Annotation: The article describes the systemic problems of forming the HR brand of higher education institutions in the context of current trends in the labor market and educational services. Attention is focused on the key compo- nents of the HR brand of higher education institutions. The features of competitive selection for the position of a scientific and pedagogical worker in a higher educational institution are highlighted, and a way is proposed to increase the effectiveness of this procedure for the participants of the competition. Experimental studies have been conducted to evaluate students’ ideas about the working conditions of the teaching staff and their preferences as future specialists in the field of education on the basis of the Branch of the private educational institution of higher education “Moscow Witte University” in Ryazan. Based on the results of the survey, the main directions for attracting young scientists and specialists to scientific and pedagogical activities at the university have been identified. The analysis of the causes of professional burnout of scientific and pedagogical staff of universities as one of the factors influencing the HR brand forming for the university is carried out. An approach to the differentiation of the content of teachers’ work is considered, which contributes to improving the effectiveness of their activities. The practical significance of this research is aimed at improving the HR brand of higher edu- cation institutions, which will contribute to creating a positive image of them, attracting graduates to work at universities, and increasing competitiveness in the field of educational services.

Bibliography: Afanasyeva Yu.S., Kostrova Yu.B. SYSTEMIC PROBLEMS OF THE HR BRAND FORMING FOR HIGHER EDUCATION INSTITUTIONS // Education Resources and Technologies. – 2025. – № 1 (50). – С. 7-14. doi: 10.21777/2500-2112-2025-1-7-14