UGC CONTENT AS AN HR TOOL (USING THE EXAMPLE OFTHEDISCOURSE OF EMPLOYMENT OF COMPANIES INTHEREAL SECTOR OF THE ECONOMY)

The study examines the category of dialogue of communication, PR-instruments, features of UGC-content in the media environment. The aim of the article is to analyze UGC -content (reviews of employees of companies in the real sector of the economy) from a value perspective. The paper analyses the values affecting the motivation of employees and the formation of HR-brand of companies. In the paper, the analysis of values is proposed in terms of interpretation of STEEP approach, which is applicable in business management and includes social, technological, economic, environmental, and political aspects of corporate life. Thestudy found that in external HR-communication, social and economic values are effective in creating positive motivation. During the analysis of the HR discourse, a request for increased transparency and openness of company management in the organization of internal HR-communication became evident.