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The article is aimed at disclosing the features of European standards of staff management in the public service with the purpose of their implementation in Ukraine. The main problems that arise in the provision of quality services by the State authority bodies are identified. Two groups of European HR standards are allocated: 1) ISO 9000 Series Standards, TQM (Total Quality Management), EFQM model, CAF model, «Investors in People», SA 8000 «Social Accountability»; 2) standards that define innovative concepts, practices and approaches to the introduction of human resources technologies: management of talent and leadership, knowledge management, recruitment methods, plus: screening, headhunting, recruitment, Executive Search, LAB-profile methodology, flexible staff schedules, etc. The conception of introducing an information system for the management of human resources in the government bodies and a plan of actions to implement it was developed to introduce European standards and ensure an efficient management of human resources in the sphere of public service in Ukraine. The prospect of further research in this direction is to prove the necessity for reforms in other spheres of public administration.

The article is aimed at disclosing features of the budgetary financing of the State-guaranteed social services in Ukraine and defining development prospects, taking into account the emerging internal and external risks and available budgetary opportunities. Based on a study of the dynamics of the expenditures according to the Consolidated Budget of Ukraine for 2015-2018, the leading position of the expenditures for social needs is proved. The main macro-economic and institutional factors influencing the volume of budgetary financing for social services are defined. It is noted that the volumes of annual expenditures for the social sphere in Ukraine tend to increase year to year. However, distribution of expenditures by the State functions is fairly uneven and unreasonable. The structure of expenditures accounts for the largest share of social protection and social security, in particular the social protection of pensioners. The peculiarity of financing social services in Ukraine is that the lack of funds in the extra-budgetary Pension Fund of Ukraine is covered by transfers from the State budget, which contradicts the current norms of the budget legislation, renders the idea of building a cumulative pension system impossible, and reduces the possibilities of budgetary manoeuvre in favor of other social expenditure items, such as education and health. Prospect for further research in this direction is to reason the need for reforms in the sphere of budgetary policy, improving the mechanism of financial provision for social services guaranteed by the State through the gradual introduction of a cumulative pension system, compulsory health insurance and a gradual transition from the estimated financing of the providers of social services to another form of direct financing - order for social services.

The article analyzes the socio-economic problems and prospects of development of rural areas of Ukraine. The potential and possibilities of implementation of territorial branding models of such development are substantiated. The key role of the factor of opportunism of the economic agents of the domestic rural territories as restriction of development is defined. The model of typical conflict at implementing a universal project of territorial branding in accordance with the concept of public interest in the interpretation of the Pareto Effect is presented. The contents of brand management is substantiated with use of the istrumentarium of contract theory. The contents of a typical contract agreement at implementing the projects of branding of rural areas is developed. The peculiarity of the above mentioned is the achievement of managerial balance between the functions of planning and organization, motivation, control and sanctions, including self-improvement of contractual relations, as well as formalization of the above specified in terms of the corresponding settlement.