НЕЙМИНГ В ФОРМИРОВАНИИ КРЕАТИВНОЙ КОНЦЕПЦИИ ЦЕННОСТНОГО ПРЕДЛОЖЕНИЯ РАБОТОДАТЕЛЯ (EVP)

Abstract

Geopolitical and economic challenges, the development of technology have significantly changed the external and internal labor market. The demographic situation is complex: there is a trend towards a decrease in the population of the Russian Federation; the number of youth and technical specialists is not growing at the pace necessary to meet the needs of employers; unemployment is kept at a “calm” level with an increase in the number of self-employed (people do not want to be hired because of a change in life values). In the context of the development of production, the struggle for graduates, specialists and talents is intensifying. Employer brand management is moving to a new level of quality: from entertainment events to deep development of the employer brand concept. The identifier of the company’s image is positioning — conveying the employer’s value proposition (EVP) to target audiences. The highlight of the study is a new look at the application of naming from product marketing to employer branding. Naming helps to succinctly, concisely and emotionally attractively formulate the key benefits of working in a company. By creating slogans that convey EVP, HR managers convey the identity, essence of the activity, products and benefits of working in the company. A creative concept in the form of visualization in corporate colors makes the employer recognizable, candidates want to work, employees want to stay. An overview of examples of naming in the formation of the creative concept of the employer’s value proposition is given.