HR-BRANDING OF GERMAN ARMED FORCESIN CONDITIONS OF GLOBALIZATION
The article is devoted to a research of new strategies directed to increase the armed forces prestige, which meets the requirements of globalization processes and considers the evolution of ideas on social prestige and appeal of military service in modern society. The author analyses the tactics, methods and problems of an HR brand creation currently used by German military authorities to position armed forces as one of the most popular employers of the country within the labor market. The author also distinguishes the concepts of brand, prestige, image; points out the main functions of a serviceman job prestige, and carries out the analysis of dependencies between the brand of the company and its HR brand. The HR brand is considered as a part of the main brand of armed forces which supplements its complete image and at the same time directly depends on it. The author gives the main components for sustainable development of an HR brand and describes the dual nature of a HR brand, in terms of its influence on the external and internal consumer. The need for the target audience of HR branding analysis is emphasized. The article enumerates major factors of an HR brand influence on the company staff as well as covers various aspects of the German armed forces communication marketization under the conditions of competition for resources, such as personnel, authority, financing, etc., including through PR (public relations), with the purpose of solving the tasks on recruiting personnel. The author analyses different types of forming loyalty (rational, emotional or social) of the target group to the German armed forces brand as their employer. The author refers to the results of the representative social surveys by Trendence Institut GmbH on a research agenda. The results prove efficiency of the advertising campaigns conducted by the Bundeswehr and directed to increase military service social prestige and appeal.