ФОРМУВАННЯ БРЕНДА РОБОТОДАВЦЯ НА РИНКУ ПРАЦІ

Abstract

The article notes that today the concept of «employer brand» has become firmly entrenched in the professional vocabulary of many HR professionals. Moreover, not only foreign but also domestic companies have begun to develop programs to form a positive brand of the employer. This function of personnel management specialists has occupied an important place along with other personnel functions. The concept of brand as a set of all human experience, his perception of a thing, product, company is defined. Brands exist in the minds of either specific people or society as a whole. It is established that HR-branding is not only work with the company's reputation as an employer, but also a targeted long-term strategy for managing the awareness and perception of employees, candidates and all stakeholders. HR-branding includes all aspects of work in the company, all HR-processes and practices that shape the perception of employees and candidates. The main stages of employer brand formation are outlined: search and study of the target audience of HR-brand, identification of problem areas of the employer brand, formation of EVP, development of strategy for promoting the employer brand, evaluation of the result. The main components of the value proposition of the employer are given. The concept of EVP is defined as a value proposition of the employer, which includes both emotional and rational benefits. It is important that the real work environment and processes in the company correspond to the proposals of the HR-brand: you can promise only what can be provided in reality. A dishonest offer not only destroys the company's HR brand in the labor market, but also weakens employee loyalty and involvement. It is established that all tools of employer brand formation can be divided into two groups: external and internal. External tools include: employment websites, media; advertising; conferences, seminars, open days; competitions for the title of the best employer; cooperation programs with recruitment agencies, educational institutions; social networks, forums, corporate blogs, etc. Internal tools include: corporate website; corporate magazine, digest, news block; seminars and trainings with employees; corporate events.