Conceptual Model of Building an Employer Brand
Journal Title: Бізнес Інформ - Year 2014, Vol 9, Issue 0
Abstract
Strong employer brand is an instrument for securing the long-term competitive advantages for an organization participating in the labour market. The article is aimed at development of the conceptual model of employer brand together with its components. This model incorporates three platforms: identity, positioning, strength. The first step in building of employer brands is to elaborate the identity of the brand. Based on the identity, strategy and tools for positioning of the employer brand can be developed. The right positioning will result in building of the strong employer brand, represented by its attractiveness for co-working and by retaining of qualified employees. The topic of building an employer brand is a novelty to the domestic science, therefore the model proposed in the article, will appear relevant and useful. Direction for further development of this topic can be the systematic evaluation of effectiveness of the employer brand building.
Authors and Affiliations
Sofiia Mokina
Keywords
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