Самолюк, Н. М. та Міщук, В. А. та Samoliuk, N. M. та Mishchuk, V. A. (2021) ОСОБЛИВОСТІ ФОРМУВАННЯ ТА РОЗВИТКУ БРЕНДУ РОБОТОДАВЦЯ. Вісник Національного університету водного господарства та природокористування (1(93)). с. 156-167.

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Анотація

В статті досліджено процес створення та розвитку бренду компанії як роботодавця. Проаналізовано особливості HR-брендингу на різних етапах. Запропоновано враховувати відмінності у потребах цільової аудиторії, в тому числі в гендерному розрізі, в процесі як формування так і розвитку позитивного HR-бренду.

Title in English

EMPLOYER’S BRAND FORMATION AND DEVELOPMENT FEATURES

English abstract

The features of the process of formation and development of the employer's brand at all stages of HR branding are researched in the article. It is noted, that the process of creating an HR brand begins with defining its goals. It is necessary to form a team of specialists who will be responsible for the concept of the employer's brand, its further implementation and development. The importance of choosing the target audience of HR branding and the need to identify its needs are proved. It is also suggested an investigation of the positions (external HR brand) of competing companies in the labor market and evaluation of own HR brand at a particular time. It is proposed to assess employee satisfaction with the various components of the employer's internal brand. At the same time, it is necessary to study the level of satisfaction of employees by gender, which will reveal differences in the assessment of particular attributes separately by men and women. It is noted the need to develop the concept of HR brand based on comparing the needs of the target audience and the level of employee satisfaction with certain components of the employer's brand. The use of various communication channels to convey the value proposition of the employer to specific external and internal target groups is suggested. The importance of diversification of measures and tools for the formation of HR brand depending on the audience to which they are directed is substantiated. It is noted that the process of HR brand forming also includes continuous monitoring of the results of the implemented measures and evaluation of their effectiveness according to the authors’ methodology. In case of deviation of the actual results from the planned ones or significant excess of costs over benefits, a quick adjustment of the concept is provided. Such gradual formation of the HR brand will allow the company to strengthen its competitive position and gain additional advantages in the labor market and in the product market.

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