EMPLOYER’S BRAND FORMATION AND DEVELOPMENT FEATURES
DOI:
https://doi.org/10.31713/ve1202115Keywords:
HR brand, employer`s brand, HR branding, target audience, brand evaluation, brand formation.Abstract
The features of the process of formation and development of theemployer's brand at all stages of HR branding are researched in the article.It is noted, that the process of creating an HR brand begins withdefining its goals. It is necessary to form a team of specialists who will beresponsible for the concept of the employer's brand, its furtherimplementation and development. The importance of choosing the targetaudience of HR branding and the need to identify its needs are proved. It is also suggested an investigation of the positions (external HR brand) ofcompeting companies in the labor market and evaluation of own HR brand at a particular time. It is proposed to assess employee satisfaction with the various components of the employer's internal brand. At the same time, it is necessary to study the level of satisfaction of employees by gender, which will reveal differences in the assessment of particular attributes separately by men and women. It is noted the need to develop the concept of HR brand based on comparing the needs of the target audience and the level of employee satisfaction with certain components of the employer's brand. The use of various communication channels to convey the value proposition of the employer to specific external and internal target groups is suggested.The importance of diversification of measures and tools for the formation of HR brand depending on the audience to which they are directed issubstantiated. It is noted that the process of HR brand forming also includes continuous monitoring of the results of the implemented measures and evaluation of their effectiveness according to the authors’ methodology. In case of deviation of the actual results from the planned ones or significant excess of costs over benefits, a quick adjustment of the concept is provided.Such gradual formation of the HR brand will allow the company tostrengthen its competitive position and gain additional advantages in thelabor market and in the product market.References
Мокіна С. М. Концепція бренду роботодавця: сутність, функції, класифікація, інструменти формування. Вісник Хмельницького національного університету. Економічні науки. Хмельницький. 2014. № 6. С. 189–196.
Barrow S. Turning recruitment advertising into a competitive weapon : paper delivered at the CIPD Annual Conference. Harrogate : Chartered Institute of Personnel and Development (CIPD). 1990.
Barrow S., Mosley R. The Employer Brand : Bringing the Best of Brand Management to People at Work. Wiley. 2005. 232 p.
Пащук Л., Красномовець В. HRбрендинг у системі управління персоналом. Науковий вісник ЧДІЕУ. 2012. № 4(16). С. 132–137.
Цимбалюк С. О. Формування бренда роботодавця на ринку праці. Ринок праці та зайнятість населення. 2016. № 1. С. 21–25.
Білорус Т. В., Фірсова С. Г. Організаційне забезпечення формування та розвитку бренда компанії роботодавця. Бізнес Інформ. 2018. № 7. С. 314–32.
Minchington B. Your Employer Brand : ATTRACT. Engage, Retain. Sydney : Collective Learning Australia. 2006. 232 p.
Ambler T., Barrow S. The employer brand. The Journal of Brand Management. 1996. № 4. С. 185–206.
Sartain, L. and Schumann M. Brand From the Inside : Eight Essentials to Emotionally Connect Your Employees to Your Business. San Francisco : John Wiley & Sons. 2006. 272 p.
Мансуров Р. HR-брендинг. Как повысить эффективность персонала. Санкт-Петербург : БХВ-Петербург. 2011. 224 с.
Татаревська М. С., Сорока В. О., Лосікова О. О. HR-брендинг у системі управління персоналом сучасної організації. Економіка і регіон. 2014. № 2. С. 57–62.
Мансуров Р. Е. Экономический эффект от HR-брендинга, или «Хватит болтовни, нужен конкретный результат». URL: https://marketing.wikireading.ru/20539 (дата звернення: 20.02.2021).
