БРЕНД РОБОТОДАВЦЯ У ФАРМАЦЕВТИЧНОМУ МЕНЕДЖМЕНТІ

Abstract

The article describes the indicators of implementation of the employer's brand in the activities of domestic pharm enterprises, which are associated with the problem of improving the efficiency of the enterprise's economic activity. The main values underlying of the implementation and development of the employer's brand in a pharm company, which affect the efficiency of enterprises' economic activity, which allows management to take measures to build an effective management structure are investigated. Gaps in the importance of the criteria for choosing an employer, which predetermine the formation of the concept of the employer's brand in enterprises, which involves the implementation of fundamental changes in the functionality of departments with the simultaneous introduction of a service-oriented architecture as a strategic direction of enterprise development was analysed. The channels for checking the employer's reputation to improve the efficiency of economic activity of pharm enterprises are investigated, the results of the analysis indicate that their effective use can stimulate an increase in the competitiveness of the enterprise. The considered approach to the study of the concept of the employer's brand, as the basis for ensuring the effectiveness and improving the efficiency of economic activity of domestic pharm enterprises, can be regarded as one of the examples of finding alternative ways to solve the problem, which can later be used to create objective prerequisites and methodological basis for researching a systematic approach to the development of an enterprise strategy. Taking into account how enterprises will overcome the crises caused by the COVID-19 pandemic and the war in Ukraine and overcome their consequences, well-developed and effectively implemented staff development programs through the implementation of the employer brand concept will become an important tool for strengthening confidence in the future, achieving a high level of adaptability and gaining competitive advantages in personnel management.