The role of an employer's value proposition in building an HR-brand

Pulyaeva V.N.1
1 Финансовый университет при Правительстве Российской Федерации, Russia

Journal paper

Journal of Economics, Entrepreneurship and Law (РИНЦ, ВАК)
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Volume 10, Number 3 (March 2020)

Citation:

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=42754499
Cited: 10 by 30.01.2024

Abstract:
The relevance of the presented research is that the HR-brand or the employer's brand plays an important role in the organization's activity, because the organization's ability to attract talented specialists, especially in conditions of a shortage of qualified personnel, depends on how well the HR-brand management policy is thought out. The author conducted a study of the employer brand concept, its types and approaches to formation. The main trends in working with the HR-brand in Russia and abroad are formulated. It is determined that not all domestic companies are engaged in the development of their HR-brand. Since the core of an organization's brand in the labour market is its value proposition, the practical part of the study provides a comparative analysis of the value propositions of the largest employers represented on the international and domestic labour market. Industry-specific features of employers' positioning in the labour market are revealed.

Keywords: HR-brand, employer's value proposition, personnel management, personnel

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