Abstract
This study is devoted to the urgent problem of developing and using an employer’s brand to attract and retain staff. The article provides up-to-date statistical information on the current socio-economic situation on the labor market in the Russian Federation. A theoretical analysis of research on working with the organization’s HR brand has been carried out, and key areas have been identified that organizations currently need to focus on if they want to maintain the attractiveness of the company for job seekers and employees of the company. The results of a practical study of candidates’ preferences are presented, and the perception of the employer’s EVP value proposition among pharmaceutical companies is analyzed. Based on the diagnosis, the technology of developing the employer’s brand is proposed, through a step-by-step algorithm consisting of four stages: conducting a survey and analyzing the perception of the HR brand of the organization and competitors in the pharmaceutical industry, developing an EVP, testing the HR brand concept, creating a creative communication strategy. The objectives of the study included interviewing job seekers, analyzing competitors and conducting focus groups to assess the attractiveness of the employer’s brand. The novelty of the work lies in obtaining practical up-to-date data on the pharmaceutical labor market and offering an algorithm for developing an organization’s HR brand.
Published Version
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