The Study and Formation of the Employer Brand: Theoretical and Applied Aspects
Journal Title: Проблеми економіки - Year 2015, Vol 2015, Issue 4
Abstract
Under modern conditions a strategic resource is the employer brand potential, therefore, its creation and use becomes an important task of employers, managers and specialists in personnel management. The aim of the work is to define the concept of "employer brand", present the theoretical and applied aspects of its study and formation, as well as justification of the advantages received by the enterprise from investing in the formation of a positive employer brand. Based on the essence of the concept of "brand" and taking into account the specificity of the social and labor relations, conceptual positions revealing the essence of the concept of "employer brand" have been formulated. There have been revealed the procedure of forming the concept and methods of investigation of the employer brand. In the course of studying the practice of forming the employer brand at Ukrainian enterprises, it has been found that most of the leaders of domestic companies understand the importance of the employer brand for the development and success of the company in the market. At the same time less than a third of them are engaged in the development and implementation of programs on creating a positive employer brand. It has been found that for the vast majority of employees the employer brand in the labor market is one of priority criteria for selecting a place of employment. There have been identified the advantages that can be received by a company engaged in formation of a positive brand, including: the ability to attract the best candidates, increase the employees’ motivation, reduce the personnel turnover, improve the image in the commodity market as well as the performance of the company. The impact of the employer brand on the product brand has been substantiated, in particular, it was found that the company that does not care about its employer brand loses the existing and potential consumers of goods and services.
Authors and Affiliations
Svitlana Tsymbalyuk
Keywords
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