МІСЦЕ БРЕНДА РОБОТОДАВЦЯ В КОМПАНІЇ

Abstract

The article reveals the essence of the terms "employer brand", "employer value proposition", "HR-marketing". The employer brand is the image of the company in the minds of the target audience as a good place to work. The place of the employer brand development strategy in the system of enterprise strategies is considered. The employer brand is not a spherical, detached process, it is inscribed in the HR-strategy, and the HR-strategy is inscribed in the business strategy. In addition to the fact that companies in the world now work in the searcher's market, each has its own specifics that prevent easy hiring and long-term retention: the unpopularity of the industry, the huge scale of hiring, "young" companies, salaries not at the upper limit of the market And much more reasons related to the lack of human capital. The relevance of employer brand management during the war is substantiated. Employer branding is important during wartime: if the company has business development plans and future prospects; if the firm plans to diversify its business and develop new employment markets; the company can and should "catch" the best market specialists who have now lost or may lose their jobs; the enterprise should not disappear from the air, so as not to lose everything that has been worked up to date; the company must maintain the team and its effectiveness. The goals of building an HR-brand have been determined: recognition; managing expectations; reduction of hiring costs; increasing the number of reviews, improving the quality of candidates, reducing staff turnover, increasing satisfaction, the term of cooperation with the company; achieving HR-strategy goals: internal and external. The relationship between the product brand and the employer brand is considered: the HR-brand is inseparable from its consumer brand. The architecture of the employer's brand is given. At the core of the entire employer brand system is the company's corporate culture and vision. This is the heart of the company, what makes it unique. What any company has, because corporate culture is always there. And then tools are built around this culture. A set of HR-brand tools is outlined: employer value proposition, employer brand personality, target audience, communication plan, employer brand management.