The article describes the increasing role of the formation and development of corporate culture in modern medical organizations. An essential interpretation of the term «corporate culture» is presented, the main functions of corporate culture are highlighted. These functions important for the positioning of the organization in the field of strategic development, presentation in the public space, role in management processes, influence on the organization’s personnel. The article also discusses the levels of corporate culture allocated depending on the «visibility» for external audiences and the corresponding elements of corporate culture. The results of a content analysis of the «visible» elements of corporate culture at the surface and internal level for medical organizations in St. Petersburg are described. It concludes that the official resources of a medical organization on the Internet allow real and potential consumers of medical services to become familiar with the elements of the organization’s corporate culture.

The present study is devoted to the consideration of the main, in the author's opinion, peculiarities of congress and exhibition activities development within the framework of global digitalization. The relevance of this work is to consider the essential features of congress and exhibition activities with the purpose of reducing digital development between developing and developed countries. The scientific novelty of the work consists in the consideration of specific examples of congress and exhibition events, as well as consideration of their impact on the development of the economy of states and their citizens. The key conclusion of the work is that congress and exhibition activities today is one of the most powerful tools for worldwide globalization, contributing to comprehensive and complete digital development.

The article examines the importance of building HR-brand for the successful attraction and retention of talented professionals in contemporary market conditions. The author proposes steps for creation an appealing company image based on corporate values and culture. The two aspects of the employer brand are discussed. We analyze external and internal hr-brand and their impact on the perception of the company as an attractive workplace. The main focus is on the four stages of HR-brand formation: preparation, formation gathering, development, implementation, and promotion. The article describes a practice-oriented process focused on effective HR brand management in a business environment.

The article reveals modern interpretations of the phenomenon of «human potential» and substantiates the need to understand it in a broader context, taking into account practice-oriented social transformations. The theoretical provisions are supported by the results of empirical research, emphasizing the dependence of the growth of human potential on social relations development.

The article presents an analysis of a study among adolescents and their parents on the topic of identifying leisure preferences. The hobbies of modern teenagers and the main types of pastime in their free time are considered in detail. In addition, the article presents the opinions of parents on the specifics of visiting sections by children.

The article discusses the effectiveness of The work is devoted to the analysis of the marketing communication policy of Sberbank PJSC. The main purpose of the organization's marketing is to provide interested parties with information about the directions of business development, taking into account current and future market needs. Marketing communication is a tool that allows you to meet the needs of potential and existing customers. The relevance of the research is due to changes in the world in the conditions of political and economic crises, when some communication channels have become unavailable in Russia. The purpose of the work is to determine the current state of implementation of Sberbank's communication policy and make recommendations for its improvement.