The Interrelation Between HR Metrics and Business Metrics

In today's world, many companies are trying to find ways to provide themselves with competitive advantages and in order to achieve this goal they are ready to invest efforts in the improvement of intangible assets. However, many organizations miss the development of their staff as one of the most important elements of intangible assets, although it is the basis that can influence the company's business performance. Nowadays there is a limited amount of empirical research in Russia devoted to the topic of studying the interrelation between HR metrics and business outcomes. Moreover, the interrelation of these indicators depends on the company's industry and the specifics of its activities; therefore, companies themselves should conduct such research to determine development points that can positively affect business performance. The study was conducted on the basis of the direction of incoming sales of «ER-Telekom Holding». In the course of the study, HR metrics and business outcomes of this business segment were identified with the help of the strategic map of the BSC and their relationship was analyzed. As a result of the relationship analysis, HR metrics were identified that need to be developed to improve business performance, and ways of their development were developed as a recommendation. Following the results of the study, recommendations were developed for improving the involvement rate and the level of developing Soft Skills for incoming sales managers. These findings will be useful from a practical point of view to managers employed in the sales department.