In this paper has been discussed the meaning a human capital is performing in the CSR strategy building and the role of the personnel marketing in this situation. Dynamic changes in the company surroundings extorted a new look on intangible resources. Organizations understood human capital and social competences firmly influence on creating values of the organization, profits generating and achieving a competitive advantage in XXI century. Personnel marketing nowadays is the flagship for the CSR implementation and building a values of modern organization, especially such special like scientific unit.
In this paper we found main values taken by the Central Mining Institute as a crucial for its importance for social responsibility. Analysis was made on the base of the Central Mining Institute experiences in the developing strategic CSR that took account special features of scientific organization.
Directive 2014/95/EU of the European Parliament and the Council entered into force on 1 January 2017, regards disclosure of non-financial and diversity information by certain large undertakings and groups. Its aim is to enhance the consistency and comparability of non-financial information disclosed throughout the Union. Large public-interest entities will be obligated to prepare a non-financial statement containing information relating to at least environmental matters, social and employee-related matters, respect for human rights, anti-corruption and bribery matters.
What it means in practice ? Whether we need a social reports ? In this paper different aspects of new directives, it’s theoretical basement and functional range has been discussed. Opportunities and vulnerabilities, which directives sets on the path forward on CSR will be provided. On the case of designated Integrated Annual Report will be pointed elements, which can provides stakeholders with market information and infulence on an image of the company.
In building competitiveness of the organization important role in plays not only the adaptation ability to changing environment, but also the acquisition of distinguishing qualities, which let it to maintain or improve its market position. For scientific institution its handicap could be HR Excellence in Research (HRE), a sign awarded by European Commission within the framework “Human Resources Strategy for Researchers” (HRS4R) strategy. It is given to scientific institutions which has adopted a European Charter for Researchers and a Code of Conduct for the Recruitment of Researchers so it friendly work environment and possibility of development is created.
Central Mining Institute in 2015 has taken actions to attain HR Excellence in Research, in order to make Institute more attractive to scientists and contribute to further development of science as well as achieving better market position. This paper discussed results of internal analysis, which included scientific employees and researchers opinion survey related to existing practices and regulations of conducting researches in Institute. As a result a special Report with an Action Plan was created, for improving friendly environment of scientific work and transparent recruitment principles of researchers. Paper also indicate main challenges the Institute faces for fully implementation HRE quidelines to stimulate economic and employment growth.
The concept of integrated marketing communication (IMC) combines diverse marketing tools for the purpose of securing transparency, coherence and maximization of the impact of communication. This, by assumption, bilateral, controlled flow of information between an organization and its partners makes it possible to build a coherent context of the conveyed messages, which influences the image and efficient positioning of the brand. The choice of appropriate IMC tools depends not just on the group of target recipients, but it also varies in different stages of the life cycle of product, or service.
In the article the experiences of the Central Mining Institute gathered in course of the introduction of a completely new service — Eko Patrol Głównego Instytutu Górnictwa — to the Polish market are presented. Eko Patrol GIG is a new, original solution in the field of measurement and monitoring of the quality of air introduced in response to the needs voiced by the social side and territorial administration units. A mobile laboratory enables measuring the quality of air in the area of ambient concentration and emission of pollutants. The basic goal of IMC in this case was not just a market offer, but above all the creation of a distinguishing visual identification and brand recognizability. The article describes a full scope of applied tools and the achieved marketing effects.
Sylwia Jarosławska-Sobór, Mateusz Dulewski and Filip Wasilewski
The aim of the article is to present the issue of Marketing Automation (MA, automation of marketing) and the possibilities of its use in the operational activity of research and scientific entities. MA is a modern, advanced technological solution aimed at improving marketing processes and wider use of data on the market and customers. In recent years it has been one of the most important trends in modern marketing, at the same time posing a real challenge for organizations operating in the field of science and research. The article discusses the experience of the Central Mining Institute, related to the implementation of solutions such as Marketing Automation, treated here as a case study.