Features of the Formation of the Corporate Identity of the Staff

Lyutsiya Mugtabarovna Gaisina¹, Irina Mikhailovna Mikhailovskaya¹, Nursafa Gafurovna Khairullina², Lyubov Mitrofanovna Pilipenko³, Elvira Venerovna Shakirova⁴  

¹Ufa State Petroleum Technological University,Russia, Republic of Bashkortostan, 450062, Ufa, Kosmonavtov Str., 1 ²Tyumen State Oil and Gas University,Volodarskiy Str., 38, Tyumen, 625000, Russia ³Tyumen State University of Architecture and Civil Engineering, Lunacharskogo Street, 2, Tyumen, 625001, Russia ⁴Irkutsk National Research Technical University, Lermontov Str., 83, Irkutsk, 664074, Russia  

DOI : http://dx.doi.org/10.13005/bbra/1934

ABSTRACT: Corporate identity has an impact on the efficiency of the enterprise, increasing the cohesion of employees, increasing productivity, promoting the development of labor discipline, motivation and teamwork of employees. The article analyzes the scientific approaches to the management of corporate culture that promotes the formation of the corporate identity of the staff. The article presents the author's approach to the formation of the corporate identity of employees, involving the content of the following elements in its structure: staff morale; relationships within a team; internal communication; interaction with the immediate supervisor; training; motivation and incentives; values, traditions, image and culture.

KEYWORDS: corporate identity of employees; formation of the corporate identity of the staff; management of corporate culture

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