Ловушки HR-брендинга. Как стать лучшим работодателем для сотрудников и кандидатов. Светлана Иванова

подарки на заказ, корпоративные подарки, бизнес-подарки, натуральные подарки; «Хорошие люди» – https://www.facebook.com/GoodPeople/ (благотворительные подарки старикам); «МногоМама» – http://mnogomama.com/ (подарки малообеспеченным многодетным семьям); «Авоська дарит надежду» – http://avoski.livejournal.com/197633.html (авоська в подарок, произведено слепыми); «Желай-Делай» – http://желай-делай.рф/ (бизнес-игры для подростков).

      5

      Иванова С. 50 советов по нематериальной мотивации. – М.: Альпина Паблишер, 2018.

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