Employment and the Social Economy. EU Funding Opportunities for Developing Human Resources

The paper examines the role of EU cohesion policy in the field of human resources development and improving conditions for employment. The main objective of the analysis is to present a comprehensive picture about funding opportunities in connection with financing the activities of organisations of the social economy. As a background, the study stresses that the success of the European integration process depends to a great extent on the strength of economic and social cohesion between EU member states and regions. In order to create conditions for sustainable and balanced growth with social inclusion, there is a need to enhance the competitiveness of less developed regions combating the difficulties of structural change, and to improve their development prospects. To achieve this aim, one of the most important fields is to improve human resources. The paper points out, that EU cohesion policy has a crucial role in reducing disparities. After a general introduction to the EU level regional policy funding, the study focuses on the activities supported by the European Social Fund (ESF). The next part of the study deals with the possible types of the social economy projects and problems of self-financing. The author emphasises that social innovation emerges where State and markets fail to deliver for society (theory of non-profit/third sector) but not just to fix or replace them. The author concludes that these projects require state subsidies (official grants) at the beginning, but at the same time they can generate income. In this respect they follow same economic goals as other market actors, however, the crucial difference is that their main goal is not to make high profits for the owners. In the last part, as a concrete case study, the paper concentrates on the priorities of the Hungarian development plan in relation to social renewal. The author explains the priorities and fields of interventions of the social renewal programme. Finally, the chapter deals with the recent changes in the Hungarian employment policy and related measures supported by the European Social Fund. The chapter concludes that several employment programmes, projects for the development of social economy and programmes assisting the spreading of voluntariness and the training of volunteers have been launched with the co-financing of ESF.

A vállalatok politikája – vállalati, társadalmi felelősségvállalás, vállalati közösségek és a vállalati stratégia jövője (Corporate policy – corporate social responsibility, corporate communities, and future of corporate strategy)

A vállalati társadalmi felelősségvállalás (CSR) a diszciplinarizálódás korai szakaszában különböző tudományos hagyományokból táplálkozva, a vállalatirányítás, az üzleti etika, a környezetgazdálkodás és a marketingkommunikáció határvidékének szélesítésével, különböző hangsúlyú kiterjesztésével igyekszik saját helyét kijelölni a gazdálkodástudomány keretei között. Jelen tanulmány egy, az érintetti elméletekből kiinduló, ám alapvetően történeti és politikai hagyományhoz köti a CSR jelenét és jövőjét, majd ebből a megközelítésből kiindulva helyezi el a CSR elméletét és lehetséges managementgyakorlatát a vállalatirányítás és a marketingkommunikáció világában. A szerző álláspontja szerint a CSR inkább forma, mint tartalom; az üzleti értelemben vett fenntarthatóságot a vállalatok kevésbé jó ügyek képviselete révén, mint az érintetti (stakeholder) demokrácia megvalósulásának elősegítésével teremthetik meg. Jelen dolgozat azt mutatja meg, hogy az érintetti demokrácia mint üzleti működési modell megvalósulása messzemenő következményekkel járhat mind a vállalatirányítás, mind a modern marketingkommunikáció számára. ______ Corporate Social Responsibility (CSR) is in an early phase of disciplinarization and works towards establishing its level scholarly playing field from different traditions. It attempts to extend its territory on the boarderline of management, business ethics, environmental studies, and marketing-communications. This study applies a historical and political approach to the understanding of the present and future of CSR and places CSR in the area of management studies and marketing- communications from this starting point. CSR is more form than content; business sustanaibility is achieved less through good causes but via assisting in the establishment of stakeholder democracy. This study attempts to show what results stakeholder democracy as business modell would bring to the world of both corporate management and marketingcommunications.

Magyar alkalmazkodás az Európai Unió foglalkoztatás és szociálpolitikájához – tanulságok (The experiences from the Hungarian adaption to the common employment and social policy of the European Union)

A tanulmányban áttekintjük az európai foglalkoztatás- és szociálpolitika kialakulását és történetét, valamint a területen alkalmazott speciális koordinációs módszert. Ezt követően a csatlakozási tárgyalások elemzésével bemutatjuk a hazai politika helyzetét a csatlakozás időpontjában. Az elmúlt időszak foglalkoztatási adatai segítségével megvizsgáljuk a hazai és európai foglalkoztatás- és szociálpolitikai intézkedések hatásait. A cikk zárásaként a magyar EU-elnökség prioritásait és az aktuális közösségi terveket vesszük szemügyre. ______ The article gives a review on the history of the common employment and social policy in the European Union, with special attention to the coordination methods used in the field. The article also analyses the accession negotiations and the domestic policy situation at that time of Hungary's accession to the EU. With the data of recent years, the effects of the Hungarian and common EU measures are also examined. Finally, the priorities of the Hungarian Presidency of the European Council along with the current common policy plans are also demonstrated.

The New (Marketing) Role of Firms as Media Content Providers – The case of SME’s Strategic Social Media Presence

In the new social media context, it is gradually more common to say that each party can itself be considered a media content provider, firms included (through their brand pages). This tendency is reflected in a rising professional field called “content marketing”. This study incorporates the perspective of small and medium-sized enterprises (SMEs) into the scope of social media (SM) as a marketing communications and media content distribution system. In an exploratory content analysis of 20 official SM brand pages with 1281 analyzed posts the authors study how SMEs respond to the advent of a new paradigm of marketing communications with special attention to their usage of media-specific contents. SM impels companies to eventually rethink the traditional one-way communication flow of their marketing messages and to incorporate a new, two-way communication into their marketing strategy, where (their engaged and involved) users can create, modify, share and discuss content related to the firm’s activity. This study’s preliminary results show that diffusing content generally acts for SMEs as a facilitator to involve fans by offering a thematized space for them to manifest themselves in company-related topics. Therefore, content adds to the firms’ possibilities of brand positioning by offering a reflection of fans’ company- and contentrelated behavior, which is a supplementary source of information.