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The purpose of the article is to consider the relationship between corporate culture and the degree of its influence on the identification of personnel and the efficiency of the enterprise, the labor collective. The introduction of virtual tools in the organization of labor is considered as a technology for the formation and strengthening of corporate culture, as well as a resource-saving means of production. The article describes the modern views of domestic and foreign researchers on the problem of corporate culture formation as an indicator of personnel identification. The analysis of the state of the problem was carried out on the basis of the implementation of State Contract No. 1 of 05.11.2020 «Monitoring and modeling of the needs of personnel of enterprises of the Bryansk region in professional training as tools for regulating the local labor market» and the results of a study of personnel involvement in the work of Rostelecom, which was conducted with the participation of the authors in the period from June 21 to December 30, 2018. The research touched upon the topical issues of the interdependence of the identification of the organization's personnel and the choice of effective management technologies in the surveyed enterprises, the analysis of the socio-psychological climate within the labor collectives was carried out.

The criteria for the analysis of the emotional-psychological state of the organization’s personnel imply the study of the capitalization of cultural values and the presentations of results in the form of mathematical indicators of the projective situation. In the article, corporate culture is considered through the capitalization of its team’s cultural values and its business reputation. The study is based on the metric data (parameters) of the capitalization of cultural values in the context of their application to assess the behavior and cultural ethos of the organization’s team. The object of the applied research was the collective of the private enterprise providing services in the fuel-energy sector; the authors examined the social factors in the formation of its corporate culture (the survey focused on the personnel and managers’ assessment of the social-psychological climate and was based on the quota sample consisting of 16 managers and 100 staff members). The results of the study allow to develop a technology for the effective management of corporate culture under new challenges and risks. Traditions of cooperation, trust and reciprocity were considered on the basis of the works of the classics of sociology. The authors suggested the criteria (parameters) for assessing social capital and social norms which reveal the personnel’s abilities and are developed by the organization in a certain period. The study showed discrepancies in the assessment of the parameters of corporate culture by managers and staff. Thus, managers attach great importance to such a parameter as the emotional-psychological state of the team, while the staff does not appreciate the mutual understanding of micro-groups and shows less emotional involvement. Such results confirm the problems in the management of corporate culture as social capital.

The paper represents the review of marketing management tools and technologies online: the concept of trust funnel, web-traffic temperature, digital marketing tools. The relevance of the work is determined by the following factors: first, globalization and digital revolution have irreversibly changed the trajectory of the marketing technology development path. Mass advertising has smoothly lost its influence, and companies began to focus more on the customer. The emergence of new digital media has led to new concept – digital marketing. Second, many organizations are using a combination of traditional and digital marketing channels; however, digital marketing is becoming more prominent as it allows for more precise tracking of resources and funds in relation to other traditional marketing channels. In conclusion, the authors highlight common elements in defining the concept of digital marketing: its connection with technological progress and the use of the Internet, leading us to social media. In the new digital age, the main function of marketing is to be in constant contact with users, customers, the community and other companies, provides relevant news and content that convey unique experiences, communicate with people, giving them the opportunity to interact with the company or brand.

The article considers the methods of calculating of Gender Inequality Index proposed by the CET in 2009. The technology of calculation consists of eight phases. Detailed description of the methodology for the calculations allowed the authors to make the calculation of the Index in the Russian Federation for 15 years (from 2000 to 2014). The factors determining the value of the index are described. On the basis of the obtained results of this global problem of gender inequality the authors make conclusions about the situation in our country and offer the recommendations for achieving gender equality and the elimination of disparities between the sexes for equal rights and opportunities for men and women who are citizens of the Russian Federation. Based on these calculations, the schedule that reflects the dynamics of changes in the specified period is presented.