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Inozemtseva A.E. Corporate messenger as a tool for creating corporate culture. Cognitive Sciences in the Information Society. 2021; (2). Available at: https://knio.ru/PDF/03KN221.pdf (in Russian).

Corporate messenger as a tool for creating corporate culture

Inozemtseva Anastasiya Evgenʹevna
Russian State Social University, Moscow, Russia
E-mail: n_inozemceva@inbox.ru

Abstract. This article deals with the problem of using corporate messengers as a tool for creating an HR brand or corporate culture. Corporate culture is the focus of modern successful corporations, since attracting and retaining potential and strong personnel in the company is a method of environmentally friendly and long-term development of the company.

The problem is viewed through the prism of one of the most popular corporate philosophies in Europe today — the philosophy of ESG (Environmental, Social, Governance). The ESG philosophy is based on the principle «money smells» — that is, not only the product and cash flows are important for business, but also how they affect society and the environment. It is a sustainable and ethical approach to business development, which is an element of the multifaceted and complex structure of society, as well as part of nature. Environmental friendliness, transparency and respect extend to the employees of such a company. For the company in this case, the comfort and personal efficiency of each employee is important.

In addition, today companies are faced with many external factors, such as globalization and deep integration of the remote (virtual) format of people interaction. This is the ground for the formation of a request for the creation of a virtual environment, a space for employees of one company. Within this environment, the HR department forms the microclimate of the company, translates its values and unites the team into a single, dynamically developing, strong organism.

Combining these factors, we get input for creating a strategy for the formation, maintenance and development of the company’s HR brand. The article discusses relevant theoretical material, as well as personal experience of interacting with a corporate messenger. Arguments are given in favor of separating the «messenger» tool from other channels of business communication.

Keywords: corporate culture; corporate messenger; HR brand; business; corporate ethics; communication channels; business communication; business environment

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