ФОРМИРОВАНИЕ СОВРЕМЕННОЙ МОДЕЛИ ЦЕННОСТНОГО ПРЕДЛОЖЕНИЯ РАБОТОДАТЕЛЯ В УСЛОВИЯХ ГЛОБАЛЬНОЙ ТРАНСФОРМАЦИИ РЫНКА ТРУДА

Abstract

The relevance of the work is due to the need to develop new approaches to organizing remuneration and motivation systems at enterprises. The subject of the study is the organization’s activities in the formation and development of its own value proposition (EVP) model, as well as the features of the organization of the value proposition in companies. The purpose of the paper is to develop a new EVP model. The objectives of the study are to analyze existing theoretical positions on the employer’s value proposition and to summarize materials from the practical activities of organizations in the field of employer brand management and EVP. The research hypothesis is that in modern conditions there is a need to form a new model of the employer’s value proposition. The main methods of the study are content analysis of internal organizational documents and other components of corporate culture, economic and structural analysis, modeling, and forecasting. The methodological and theoretical basis of the study was domestic and foreign publications, reporting data, materials from agencies and research companies, as well as policy documents in the field of developing the employer’s value proposition. The article discusses aspects of the use of EVP as a new mechanism for positioning a company in the labor market. It is noted that the construction of remuneration systems in the modern market is determined by the peculiarities of the formation of value propositions on the part of specific employers. The characteristics of the traditional model and the new modern EVP model are given. The results of the study can be used to formulate methodological, regulatory conditions and factors for the development of the employer’s value proposition, to prepare an economic mechanism that ensures the implementation of EVP management policies aimed at the rational use of labor resources, expanding the labor market and developing a system of motivation for company personnel. The author concluded that the analysis of the employer’s brand in modern conditions requires the development of methodological tools that will expand the capabilities of employers in the field of forming and improving the brand for the purposes of the most effective positioning in the labor market in order to win in the competition with other employers.