The Pipe Metallurgical Company (TMK) and its member Seversky Pipe Plant (STZ) became partners of the conference "Stronger than steel: the cultural code of the Ural applicant." The event, organized in partnership with InterComm, was held at the Severskaya Domna Museum Complex.
About 60 representatives of the communication departments of industrial companies in Russia discussed best practices for attracting and retaining employees. One of these trends is the development of an employer's geographical and cultural brand, which takes into account local identity in personnel policy. As an example, the specifics of the influence of the Ural historical and cultural heritage on the choice of profession and employer by the residents of the region were considered. A report by Ivan Zamoshchansky, Director of the Center for the Development of Universal Competencies at Ural Federal University (UrFU), Candidate of Philosophical Sciences, was devoted to this topic.
Anna Trepalova, Head of TMK's Industrial tourism department, Larisa Rudakova, President of the MediaLine Communication Group, head of the InterComm Prize Organizing Committee, and Anna Pyankova, Director of the ZA ART Center for Support and Development of Contemporary Art, also made presentations at the conference. During the discussion, the participants discussed the impact of the regional mentality on corporate communications and the implementation of cultural projects as a tool for attracting and developing staff, as well as ways to attract and retain workers in industry and competition for qualified personnel.
In addition to the business program, an excursion along the industrial tourist route "Metallurgy through the ages: from the iron hammer to the digital factory" was organized for the conference participants. The guests visited a monument of factory architecture of the XIX century — a blast furnace and visited modern electric steelmaking and pipe rolling workshops.
"Today, enterprises act not only as producers of products and employers, but also as keepers of historical heritage, which form the cultural agenda of the cities of their presence. The increasing importance of industrial sites as social and cultural spaces places additional responsibility on industrial companies," said Anna Trepalova, Head of TMK's Industrial tourism department.
"It is worth noting the high level of organization of industry events by TMK. The main venue for our conference was the STZ, a unique event venue where internal communications specialists, HR and PR managers, who are key pillars of business in solving strategic and reputational tasks, met," said Larisa Rudakova, President of the Medialine Communications Group.
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