Abstract
The existing situation on labor market has been characterized by a shortage of highly qualified efficient personnel for many years. Company staff is a unique competitive resource and source of profit in any organization. A strong employer brand is a basic foundation for the strategic success of an organization, as it forms the positive attitude of employees and ensures their affective engagement. More and more Russian and international organizations have to resort to new tools to attract, retain, manage staff loyalty and involvement, and establish their image in the job market. Traditional management methods are no longer effective enough in solving such problems. The study reveals the essence of the employer's internal brand and its constituent part - the affective commitment of employees. It specifies the tools to ensure the development of affective commitment of staff.
Highlights
Changes occurring in the labor market over the past few years dictate new conditions for employers to recruit and retain talented and very few specialists
An organization puts in place measures to improve and form an employer brand based on its scope and available resources
Drawing on the works of the authors who deal, to one degree or another, with the problems of employer brand and affective commitment, and our own theoretical developments in the field of intersection of these subject areas, it is proposed that the formation of internal employer brand is based on affective commitment of the majority of employees and is capable of influencing the organization’s human resources capacity in the long term
Summary
Changes occurring in the labor market over the past few years dictate new conditions for employers to recruit and retain talented and very few specialists. The employer’s activities to improve working conditions in their organization involve the systematic research on new approaches to positioning their own company as an attractive workplace. Not all employers pay attention to developing their brand, staffing strategy, building a system for selection, adaption, motivation and engagement of employees. The result is a lack of relevant responses to job postings; staff turnover is higher than the level recognized as normal in the company’s field of activity; low employee motivation; low labor results[2]. An organization puts in place measures to improve and form an employer brand based on its scope and available resources. As the company continues to grow, the set of tools applied to promote its own brand changes
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