FORMATION OF HR-BRAND OF THE COMPANY AND ITS EVALUATION

Abstract

In times of various economic transformations and trials, every enterprise must have certain assets that would ensure economic growth. Under such conditions, the company's brand as an employer can be considered an excellent and necessary asset. Because a successful HR-brand, both internal and external, will help attract and retain the best professionals in the industry in which the company operates. The article analyzes the methodology of employer brand formation. In particular, the key models of employer brand formation are listed. The model that, according to the authors, is the most effective in the formation of a successful HR-brand is identified and analyzed. The analysis of the HR-brand of PrJSC "Obolon" was carried out according to different methods to obtain objective results. The level of staff involvement as a direct indicator of the state of the company's hr-brand was studied using the Q12 questionnaire developed by the American Institute for Public Opinion Research. Based on the complex author's method of S. Mokina at the points of contact, a general assessment was made and the internal and external brand of the employer was studied in detail. The index of strength of the employer's brand is calculated and the diagram and matrix of the employer's brand are constructed. The employer brand strength diagram provides a clear demonstration of the gap between the employer's external and internal brand, at each point of contact, and identifies areas that need intervention to reduce this gap and increase brand effectiveness. Thus, the Obolon HR-brand has a strong internal hr-brand, but a weak external one. The level of involvement and loyalty to the employer is at a good level, and work in the company is a positive experience, according to employees, at their points of contact with the employer. However, the external hr-brand shows that although the company is known in the labor market, but its image as an employer is negative rather than positive at certain points of contact, reviewing and making appropriate management decisions can change the current situation. The obtained results can be used in the theory and practice of forming the HR-brand of the company.