{"id":3557,"date":"2021-01-30T23:14:14","date_gmt":"2021-01-30T21:14:14","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=3557"},"modified":"2021-05-14T11:57:37","modified_gmt":"2021-05-14T08:57:37","slug":"%d0%b7%d0%bd%d0%b0%d1%87%d0%b5%d0%bd%d0%bd%d1%8f-%d1%96%d0%bc%d1%96%d0%b4%d0%b6%d1%83-%d0%bf%d0%b5%d1%80%d1%81%d0%be%d0%bd%d0%b0%d0%bb%d1%83-%d0%bf%d1%96%d0%b4%d0%bf%d1%80%d0%b8%d1%94%d0%bc%d1%81","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=3557","title":{"rendered":"\u0417\u043d\u0430\u0447\u0435\u043d\u043d\u044f \u0456\u043c\u0456\u0434\u0436\u0443 \u043f\u0435\u0440\u0441\u043e\u043d\u0430\u043b\u0443 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0430 \u0432 \u0441\u0443\u0447\u0430\u0441\u043d\u0438\u0445 \u0443\u043c\u043e\u0432\u0430\u0445 \u0433\u043e\u0441\u043f\u043e\u0434\u0430\u0440\u044e\u0432\u0430\u043d\u043d\u044f"},"content":{"rendered":"

<\/p>\n

\u0417\u041d\u0410\u0427\u0415\u041d\u041d\u042f \u0406\u041c\u0406\u0414\u0416\u0423 \u041f\u0415\u0420\u0421\u041e\u041d\u0410\u041b\u0423 \u041f\u0406\u0414\u041f\u0420\u0418\u0404\u041c\u0421\u0422\u0412\u0410 \u0412 \u0421\u0423\u0427\u0410\u0421\u041d\u0418\u0425 \u0423\u041c\u041e\u0412\u0410\u0425 \u0413\u041e\u0421\u041f\u041e\u0414\u0410\u0420\u042e\u0412\u0410\u041d\u041d\u042f<\/p>\n

THE IMPORTANCE OF THE IMAGE OF THE COMPANY STAFF IN MODERN CONDITIONS OF MANAGEMENT<\/p>\n

<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 107-110. \u041d\u043e\u043c\u0435\u0440: \u21165, 2020 (286)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u041c\u0430\u043d\u0442\u0443\u0440-\u0427\u0443\u0431\u0430\u0442\u0430 \u041e. \u0421.
\n\u0425\u043c\u0435\u043b\u044c\u043d\u0438\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442<\/p>\n

Mantur-Chubata O.
\nKhmelnytsky\u0456 National University<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2020-286-5-20<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 05.10.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 03.11.2020<\/p>\n

\u0410\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u043c\u043e\u0432\u043e\u044e \u043e\u0440\u0438\u0433\u0456\u043d\u0430\u043b\u0443<\/strong><\/p>\n

\u0423 \u0434\u0430\u043d\u0456\u0439 \u0441\u0442\u0430\u0442\u0442\u0456 \u043c\u0438 \u0434\u043e\u0441\u043b\u0456\u0434\u0438\u043b\u0438 \u043f\u043e\u043d\u044f\u0442\u0442\u044f “\u0456\u043c\u0456\u0434\u0436”, \u044f\u043a\u0435 \u043f\u0440\u043e\u043f\u043e\u043d\u0443\u0454\u0442\u044c\u0441\u044f \u0432\u0447\u0435\u043d\u0438\u043c\u0438 \u0440\u0456\u0437\u043d\u0438\u0445 \u0433\u0430\u043b\u0443\u0437\u0435\u0439 \u043d\u0430\u0443\u043a\u0438. \u0417 \u0446\u044c\u043e\u0433\u043e \u0434\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u043d\u044f \u043c\u0438 \u0440\u043e\u0431\u0438\u043c\u043e \u0432\u0438\u0441\u043d\u043e\u0432\u043e\u043a, \u0449\u043e \u0441\u044c\u043e\u0433\u043e\u0434\u043d\u0456 \u043d\u0435 \u0456\u0441\u043d\u0443\u0454 \u0454\u0434\u0438\u043d\u043e\u0433\u043e \u043f\u0456\u0434\u0445\u043e\u0434\u0443 \u0434\u043e \u0432\u0438\u0437\u043d\u0430\u0447\u0435\u043d\u043d\u044f \u00ab\u0456\u043c\u0456\u0434\u0436\u00bb, \u043a\u043e\u0436\u0435\u043d \u0456\u0437 \u0434\u043e\u0441\u043b\u0456\u0434\u043d\u0438\u043a\u0456\u0432 \u0440\u043e\u0437\u043a\u0440\u0438\u0432\u0430\u0454 \u043f\u0435\u0432\u043d\u0438\u0439 \u0430\u0441\u043f\u0435\u043a\u0442 \u0446\u044c\u043e\u0433\u043e \u043f\u043e\u043d\u044f\u0442\u0442\u044f. \u041c\u0438 \u0432\u0432\u0430\u0436\u0430\u0454\u043c\u043e \u0437\u0430 \u0434\u043e\u0446\u0456\u043b\u044c\u043d\u0435 \u0432 \u0441\u0442\u0440\u0443\u043a\u0442\u0443\u0440\u0456 \u0456\u043c\u0456\u0434\u0436\u0443 \u0440\u043e\u0437\u0440\u0456\u0437\u043d\u044f\u0442\u0438 \u0439\u043e\u0433\u043e \u0432\u043d\u0443\u0442\u0440\u0456\u0448\u043d\u044e \u0442\u0430 \u0437\u043e\u0432\u043d\u0456\u0448\u043d\u044e \u0441\u0442\u043e\u0440\u043e\u043d\u0438. \u0421\u043a\u043b\u0430\u0434\u043e\u0432\u0456 \u0446\u0438\u0445 \u0441\u0442\u043e\u0440\u0456\u043d \u0456\u043c\u0456\u0434\u0436\u0443 \u0431\u0443\u043b\u0438 \u0440\u043e\u0437\u0433\u043b\u044f\u043d\u0443\u0442\u0456 \u0443 \u0440\u043e\u0431\u043e\u0442\u0456. \u041e\u0441\u043d\u043e\u0432\u043d\u0438\u0439 \u0430\u043a\u0446\u0435\u043d\u0442 \u0440\u043e\u0431\u0438\u0442\u044c\u0441\u044f \u043d\u0430 \u0456\u043c\u0456\u0434\u0436\u0456 \u043f\u0435\u0440\u0441\u043e\u043d\u0430\u043b\u0443 \u044f\u043a \u043e\u0434\u043d\u0456\u0439 \u0456\u0437 \u0447\u0430\u0441\u0442\u0438\u043d \u0432\u043d\u0443\u0442\u0440\u0456\u0448\u043d\u044c\u043e\u0457 \u0441\u0442\u043e\u0440\u043e\u043d\u0438 \u0456\u043c\u0456\u0434\u0436\u0443. \u041c\u0438 \u0432\u0432\u0430\u0436\u0430\u0454\u043c\u043e, \u0449\u043e \u0441\u0430\u043c\u0435 \u0456\u043c\u0456\u0434\u0436 \u043f\u0435\u0440\u0441\u043e\u043d\u0430\u043b\u0443 \u043c\u0430\u0454 \u043d\u0430\u0439\u0431\u0456\u043b\u044c\u0448\u0438\u0439 \u0432\u043f\u043b\u0438\u0432 \u043d\u0430 \u0444\u043e\u0440\u043c\u0443\u0432\u0430\u043d\u043d\u044f \u0456\u043c\u0456\u0434\u0436\u0443 \u043e\u0440\u0433\u0430\u043d\u0456\u0437\u0430\u0446\u0456\u0457 \u0432 \u0446\u0456\u043b\u043e\u043c\u0443, \u0456 \u043d\u0430 \u043d\u044c\u043e\u0433\u043e \u0432\u043f\u043b\u0438\u0432\u0430\u044e\u0442\u044c \u0440\u0456\u0437\u043d\u0456 \u0445\u0430\u0440\u0430\u043a\u0442\u0435\u0440\u0438\u0441\u0442\u0438\u043a\u0438 \u043f\u0435\u0440\u0441\u043e\u043d\u0430\u043b\u0443, \u0442\u0430\u043a\u0456 \u044f\u043a \u0441\u0442\u0430\u0442\u044c, \u0432\u0456\u043a, \u043e\u0441\u0432\u0456\u0442\u0430, \u0456\u043d\u0434\u0438\u0432\u0456\u0434\u0443\u0430\u043b\u044c\u043d\u0456 \u043f\u0441\u0438\u0445\u043e\u043b\u043e\u0433\u0456\u0447\u043d\u0456 \u0440\u0438\u0441\u0438 \u043e\u0441\u043e\u0431\u0438\u0441\u0442\u043e\u0441\u0442\u0456, \u0441\u0442\u0430\u043d \u0437\u0434\u043e\u0440\u043e\u0432’\u044f \u0442\u043e\u0449\u043e. \u0406\u043c\u0456\u0434\u0436 \u043f\u0435\u0440\u0441\u043e\u043d\u0430\u043b\u0443 \u0432\u043f\u043b\u0438\u0432\u0430\u0454 \u043d\u0430 \u043a\u043b\u0456\u0454\u043d\u0442\u0456\u0432 \u0442\u0430 \u043f\u0430\u0440\u0442\u043d\u0435\u0440\u0456\u0432 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0430 \u0447\u0435\u0440\u0435\u0437 \u0449\u043e\u0434\u0435\u043d\u043d\u0456 \u043a\u043e\u043d\u0442\u0430\u043a\u0442\u0438 \u0437 \u0439\u043e\u0433\u043e \u043f\u0440\u0430\u0446\u0456\u0432\u043d\u0438\u043a\u0430\u043c\u0438.
\n\u041e\u0442\u0436\u0435, \u0442\u0430\u043a\u0456 \u0445\u0430\u0440\u0430\u043a\u0442\u0435\u0440\u0438\u0441\u0442\u0438\u043a\u0438 \u043f\u0435\u0440\u0441\u043e\u043d\u0430\u043b\u0443, \u044f\u043a \u0437\u043e\u0432\u043d\u0456\u0448\u043d\u0456\u0439 \u0432\u0438\u0433\u043b\u044f\u0434, \u043f\u043e\u0432\u0435\u0434\u0456\u043d\u043a\u0430 \u0442\u0430 \u043c\u043e\u0432\u0430, \u0435\u043c\u043e\u0446\u0456\u0439\u043d\u0456 \u0440\u0435\u0430\u043a\u0446\u0456\u0457 \u043d\u0430 \u043f\u043e\u0434\u0456\u0457 \u0442\u043e\u0449\u043e, \u043f\u043e\u0432\u0438\u043d\u043d\u0456, \u0432 \u043f\u0435\u0440\u0448\u0443 \u0447\u0435\u0440\u0433\u0443, \u0432\u0440\u0430\u0445\u043e\u0432\u0443\u0432\u0430\u0442\u0438\u0441\u044f \u043f\u0440\u0438 \u0444\u043e\u0440\u043c\u0443\u0432\u0430\u043d\u043d\u0456 \u0437\u0430\u0433\u0430\u043b\u044c\u043d\u043e\u0433\u043e \u0456\u043c\u0456\u0434\u0436\u0443 \u043e\u0440\u0433\u0430\u043d\u0456\u0437\u0430\u0446\u0456\u0457.
\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0456\u043c\u0456\u0434\u0436, \u0456\u043c\u0456\u0434\u0436 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0430, \u0456\u043c\u0456\u0434\u0436 \u043f\u0435\u0440\u0441\u043e\u043d\u0430\u043b\u0443, \u0437\u043e\u0432\u043d\u0456\u0448\u043d\u0456\u0439 \u0456\u043c\u0456\u0434\u0436, \u0432\u043d\u0443\u0442\u0440\u0456\u0448\u043d\u0456\u0439 \u0456\u043c\u0456\u0434\u0436.<\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

The personnel of the modern enterprise is a basis of its functioning as it is that mechanism on which activity efficiency of activity of all enterprise depends. The success of such activities depends on many characteristics of staff: gender, age, education, individual psychological personality traits, health, etc. That is, companies should pay attention to continuous training and evaluation of staff, which would help identify weaknesses in the company’s staff and strengthen existing ones. Staff appraisal usually includes appraisal of work (comparison of actual content, quality, volume and intensity with planned indicators) and staff appraisal (study of the employee’s readiness to perform exactly the type of activity he is engaged in, as well as identification of his potential). At the same time, not enough attention is paid to assessing the image of staff, on which depends the image of the whole enterprise, ie its image in the minds of other participants in market relations, which led to the choice of the topic of this study.
\nIn this work we have explored the concept of “image”, which is provided by scientists in various fields of science. From this study, we conclude that there is no single approach to defining the “image” today, each of the researchers reveals a certain aspect of this concept. We consider it appropriate in the structure of the image to distinguish its inner and outer sides. The components of these aspects of the image were considered in the work. The main emphasis is on the image of staff as part of the inner side of the image, because the staff is the most important component of any business. It is the personnel of the enterprise, being an inexhaustible reserve of increase of its efficiency of activity, is a basis of strategic potential of the enterprise, influences its competitiveness, defines directions of the further development. The unique feature of the staff is that it is the basis of the competitive advantages of a modern enterprise that seeks to strengthen its position in global markets. We believe that the image of staff has the greatest impact on the formation of the image of the organization as a whole and it is influenced by various characteristics of staff such as gender, age, education, individual psychological personality traits, health, etc. The image of staff affects customers and partners through daily contact with employees. Therefore, such characteristics of staff as appearance, behavior and speech, emotional reactions to events, etc. should be primarily taken into account when building the overall image of the organization.
\nKey words:<\/strong> image, image of the enterprise, image of the personnel, external image, internal image.<\/p>\n

\u00a0References<\/strong><\/p>\n

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