HR branding for the forest industry: innovative practices

Abstract

The study examines innovative HR branding strategies for the forest industry. The need for innovation is driven by the growing influence of negative trends that complicate the reproduction of human resources within the framework of timber industry. These alarming trends are largely characteristic of both markets economically developed and developing countries. The paper presents a quantitative and qualitative analysis of HR innovations in communication policies of Russian and foreign companies. The benchmarking analysis of innovative HR branding practices enables us to build the best communication model for companies working in the forest sector of the economy.