SOCIAL INVESTMENTS OF BUSINESS IN THE DEVELOPMENT OF TERRITORIES: A STRATEGY FOR COMPETITION FOR LABOR RESOURCES

  • A.V. Firsov CSD “Platforma”, Moscow, Russia
  • Н.Ю. Белякова HSE University, Saint Petersburg, Russia
  • O.T. Ergunova Peter the Great St. Petersburg Polytechnic University, Saint Petersburg, Russia
  • N.Yu. Omarova Yaroslav-the-Wise Novgorod State University, Veliky Novgorod, Russia
DOI: https://doi.org/10.34680/BENEFICIUM.2025.2(55).131-141

Abstract

Competition for personnel in modern conditions is increasingly going beyond individual companies, becoming territorial. In this context, the living environment in the region plays a key role in attracting and retaining personnel. Companies that invest in the development of social infrastructure, educational programs and improving the quality of life in their regions receive significant competitive advantages in the labor market. The article analyzes successful examples of urban environment transformation with business participation based on data from the Business and Territories program implemented by the Platforma Social Design Center. The study covers cities with pronounced industrial potential, relying on an expert survey and statistical data from regional authorities for 2021-2024. The article considers business motives for participating in urban transformation, including reducing dependence on a single source of resources, strengthening the social brand, and competition for personnel. As part of the analysis of 2021-2024 data, conducted in various industrial regions of Russia, such as Tatarstan and the Krasnoyarsk Territory, it was revealed that business is beginning to be perceived as a key factor in the stability of the region. Companies such as Gazprom, LUKOIL, Sibur, and Rosatom are actively investing in social projects aimed at improving living conditions. These investments include housing construction, improving healthcare infrastructure, and supporting educational programs. The authors also studied the main problems and limitations of existing ratings of social development of territories, and proposed alternative approaches to assessing the contribution of companies to the development of the urban environment. Based on the data analysis, recommendations were developed to optimize the social investment strategies of companies to support urban programs and integrated development of territories. 

Keywords: business, city, competencies, municipality, personnel, territorial development, human resources, sustainable development

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About the Authors

Alexey V. Firsov – General Director, CSD “Platforma”, Moscow, Russia. E-mail: firsov@pltf.ru. ORCID 0009-0008-8573-6071

Natalia Yu. Belyakova – Cand. Sci. (Economics); Associate Professor, HSE University, Moscow, Russia. E-mail: nataliabelyakova@mail.ru. SPIN РИНЦ 5639-6347. ORCID 0000-0001-6605-8211. ResearcherID D-9884-2018. Scopus Author ID 57130615100

Olga T. Ergunova – Cand. Sci. (Economics), Docent; Associate Professor, Peter the Great St. Petersburg Polytechnic University, Saint Petersburg, Russia. E-mail: ergunova-olga@yandex.ru. SPIN РИНЦ 5254-7764. ORCID 0000-0002-1714-7784. ResearcherID Е 8582-2017. Scopus Author ID 57193734749

Natalya Yu. Omarova – Dr. Sci. (Economics), Professor; Professor, Yaroslavthe-Wise Novgorod State University, Veliky Novgorod, Russia. E-mail: natalya.omarova@novsu.ru. SPIN РИНЦ 6750-4452. ORCID 0000-0003-0678-4590. Scopus Author ID 57190431350

For citation: Firsov A.V., Belyakova N.Yu., Ergunova O.T., Omarova N.Yu. Social Investments of Business in the Development of Territories: a Strategy for Competition for Labor Resources // Beneficium. 2025. Vol. 2(55). Pp. 131-141. (In Russ.). DOI: 10.34680/BENEFICIUM.2025.2(55).131-141

 

Published
2025-06-25
Issue
No 2 (2025)
Section
SUSTAINABLE DEVELOPMENT OF TERRITORIES