Бренд роботодавця в системі економічних відносин на ринку

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dc.contributor.authorПодолян, Олександр Олегович
dc.contributor.authorЗозульов, Олександр Вікторович
dc.date.accessioned2024-12-30T14:15:59Z
dc.date.available2024-12-30T14:15:59Z
dc.date.issued2024
dc.description.abstractУ статті проаналізовано місце бренду роботодавця в комплексі брендів підприємства в системі економічних відносин, що виникають на ринку під час формування підприємством власного людського капіталу. Досліджено сутність бренду роботодавця за рахунок систематизації існуючих підходів до його визначення. На основі аналізу виокремлено ключові суб’єкти ринкових відносин, які є контактними групами бренду роботодавця, з числа внутрішнього та зовнішнього середовищ підприємства. Визначено напрями впливу бренду роботодавця на суб’єктів внутрішнього та зовнішнього середовищ в контексті формування людського капіталу підприємства. Сформовано власне визначення бренду роботодавця задля формування людського капіталу підприємства.
dc.description.abstractotherThe aim of the article. The study aims to analyse the employer brand in the system of economic relations that arise in the market when an enterprise forms its human capital. Therefore, the following tasks have been set: to show the place of the employer brand in the complex of enterprise brands; to study the essence of the employer brand by systematizing existing approaches to its definition; to identify the key subjects of market relations, which are contact groups of the employer brand from among the internal and external environments of the enterprise; to determine the directions of influence of the employer brand on the subjects of internal and external environments in the context of the formation of the human capital of the enterprise; to provide the author's own definition of the employer brand as it relates to the formation of the enterprise's human capital. Analyses results. The article shows that the brand is divided into product and corporate brands, with the latter being the employer brand. The main subject of competition is the limited amount of market supply for human resources, and the key goal is to improve financial performance by attracting and using the best human capital. The study examines in detail the approaches to defining the employer brand based on scholars' interpretations. However, it was found that these interpretations of the concept of employer brand do not take into account the economic approach, production, functional, etc. Therefore, the employer brand was considered through the prism of approaches not previously covered. In addition, it was noted that the employer brand has functioned as managerial, motivating, protective, informational and communication, economic, resource, reputational, value-oriented, and auxiliary. They are simultaneously indicative of the roles for the enterprise. Having studied the subjectivity of the employer brand based on the works of other authors, it was concluded that they consider the employer brand mostly only as a means of communication, but it has a much broader impact, in particular, as a company's capital. Therefore, a three-level model of employer brand influence audiences was created. External stakeholders can be divided into those that form the company's overall image (macro level) and those that create the company's human capital (meso level). The macro level includes society, the state, the mass media, customers, former employees, and other stakeholders. External actors at the meso level include job seekers, employees of other companies, competitors, and HR and recruitment agencies that search for personnel. It is worth noting that former employees may also be considered at the meso level if the process of returning them to their former workplace is initiated. When studying the micro level, it can be noted that it is formed by internal subjects of enterprises. Considering the employer brand as an enterprise asset, at the micro level it is advisable to divide all persons involved in the functioning of the employer brand into groups in terms of their participation in the formation of the enterprise's added value. These groups consist of those who: a) produce added value (employees); b) manage it (managers); c) receive it (owners). The first and second form the company's human capital. It is worth noting that all levels of employer brand actors are influenced by external factors, such as economic, socio-cultural, political, etc. Further, we have defined the employer brand as a marketing tool that strengthens the competitive position of an enterprise in the labour market through the formation, accumulation and management of human capital, by attracting the best human resources to ensure the production process and implementing tasks for effective human capital management. Conclusions and directions for further research. The study shows that the need to develop an employer brand has become an increasingly important priority for companies in modern conditions, and its multi-subject positioning fundamentally distinguishes it from a product brand and requires a theoretical and methodological rethinking of the principles of formation, implementation, and functioning. The employer brand should be considered not only as a means of communication, but also as an asset of the enterprise involved in the creation of added value. It should be formed considering the three-level model of the subjects involved in its functioning. Further developments in this area include a study of the essence and economic and psychological nature of employer brand assets and the links between them.
dc.format.pagerangeC. 58-69
dc.identifier.citationПодолян, О. О. Бренд роботодавця в системі економічних відносин на ринку / Подолян О. О., Зозульов О. В. // Маркетинг і цифрові технології. – 2024. – Том 8. – № 2 – C. 58-69.
dc.identifier.doihttps://doi.org/10.15276/mdt.8.2.2024.5
dc.identifier.orcid0000-0001-7087-2080
dc.identifier.urihttps://ela.kpi.ua/handle/123456789/71483
dc.language.isouk
dc.publisherНаціональний університет «Одеська політехніка»
dc.publisher.placeОдеса
dc.relation.ispartofМаркетинг і цифрові технології, Том 8, № 2, 2024
dc.subjectбренд роботодавця
dc.subjectсуб’єкти бренду роботодавця
dc.subjectфункції бренду роботодавця
dc.subjectсутність бренду роботодавця
dc.subjectмодель суб’єктів бренду роботодавця
dc.subjectemployer brand
dc.subjectemployer brand subjects
dc.subjectemployer brand functions
dc.subjectdefinition of employer brand
dc.subjectmodel of employer brand subjects
dc.subject.udc339.13.024.331.58
dc.titleБренд роботодавця в системі економічних відносин на ринку
dc.title.alternativeEmployer brand in the system of economic relations in the market
dc.typeArticle

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