THE PECULIARITIES OF APPLICATION OF HR-BRANDING TECHNOLOGIESTO THE MODERN ENTERPRISE
Journal Title: Вісник Одеського національного університету. Економіка. - Year 2018, Vol 23, Issue 8
Abstract
The existing approaches to the interpretation of the concept of «HR-brand» as an aggregate of the components of the brand of the employer and the brand of the personnel of the enterprise have been analyzed. It has been suggested to investigate the brand of personnel as being formed under the influence of the educational qualification, status role and culturological characteristics of employees, their professional features, values and normative settings, and is reflected in the attitude to work and, consequently, labor behavior. The toolkit for the formation, development and evaluation of HR-brand effectiveness at the internal and external levels has been systematized. It has been proved that an important condition for the effective management of the HR-brand is the consistency of the goals of employers and employees, which enables the company to attract the best workforce, and workers to best meet their labor needs. The role of HR-branding technologies in ensuring the effectiveness of personnel management in the context of transformation of employment relations in the modern labor market has been characterized. A general model of application HR-branding at the enterprise has been developed.
Authors and Affiliations
O. V. Khytra, M. V. Vykhovanchuk
Keywords
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