ОСОБЛИВОСТІ ФОРМУВАННЯ БРЕНДУ РОБОТОДАВЦЯ

Abstract

The article considers the development and promotion of the employer's brand. It is noted that the employer's brand is a complex attitude and perception of the company that arises from an already working employee and an external candidate. That is, the brand of the employer is the image of the company, which forms the idea of it as a good place to work for current, former and potential employees, customers, shareholders. The article describes the author's vision of the process of creating an employer brand, which includes four stages: defining the vision and purpose of creating an employer brand, analysis and evaluation of competitors' brands, identifying unique value proposition and forming attributes of the employer brand. The positive aspects of forming an employer's strong brand are considered. The purpose of creating an employer brand depends on what stage of development the company is at. If the company is young and developing dynamically enough, the main purpose of creating a brand is to attract staff, as well as the formation of common values of employees. In a company that has reached maturity, the employer's brand is created to form the corporate spirit of employees and communicate values. In the event of a crisis in the company, its merger with another organization, the deterioration of its financial condition, etc., the employer's brand is created to retain staff and create a sense of unity. The transformation of the goal of creating an employer brand in accordance with the stages of the life cycle is studied. Attention is drawn to the fact that the attributes of the employer's brand should be based on the conclusions obtained about the target audience, vision and goals of the brand, as well as – on the images of competitors. It is important that the communication and visualization of the employer's brand meet certain requirements. Creating and managing an employer brand can be seen as an integrative mechanism essential to achieving the company's common goals. It is important not only the competitiveness of the employer's brand, but also the high efficiency of its operation. Conclusions are made and prospects for further research on this issue are identified.