ANALYSIS OF FACTORS OF POSITIVE EMPLOYER BRAND FORMATION AMONG THE INTERNAL TARGET AUDIENCE
Journal Title: Вісник Київського національного університету імені Тараса Шевченка. Економіка. - Year 2017, Vol 1, Issue 190
Abstract
It has been proved that a positive employer brand is one of the major factors of improving of company competitive position on the market. Based on the essence of the concept of "brand" and taking into consideration the specificity of the social and labor relations, conceptual positions revealing the essence of the concept of "employer brand" have been formulated. The connectivity between employer brand and the level of employees' satisfaction of remuneration and work environment, availability of conditions for professional and career development, attitude of company management to employees has been established. Based on the research findings regression model of dependency of employer brand on factor characteristics has been developed. It has been concluded that in order to formation a positive employer brand among the internal target audience company management should give particular attention to working out competitive and fair compensation policy, creating conditions for professional and career development, as well attitude positively to employees.
Authors and Affiliations
Svitlana Tsymbalyuk
Keywords
Related Articles
- EP ID EP171133
- DOI 10.17721/1728-2667.2017/190-1/6
- Views 79
- Downloads 0
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