Rapid diagnosis appeal employer brand
The aim is to develop a methodology of diagnostics of internal component of the attractiveness of the employer brand. The scientific novelty of this work consists a list of indicators of internal diagnostic component of the employer brand; quantitative determination for each of the offered indicators of borders of values in relation to the degree of attractiveness of the employer brand. The application of this worked out methodology will allow evidently to define the degree of attractiveness of the employer brand, which proposed three options – high, middle or low. These indicators were attributed nine indicators: turnover ratio retirement, staff stability
factor, the factor of stability of personnel, the average age of employees, the level of staffing of the enterprise personnel, the rate of ROI (Return of investment), turnover rate prospective employees, productivity growth, earnings growth company. The choice of these indicators was related to the necessity of complex description of all personnel management's aspects. For every choicen indicators in this work decoding of semantic loading of possible quantitative values was conducted. Attention was paid to the maximum values of indicators, the approach which will negatively affect at work of enterprise and internal constituent of the employer brand. Further researches must be sent to the ground of concrete measures on the increase of internal component of the attractiveness of the employer brand, ground of indicators and expansion of amount of indicators of such estimation external constituent
Повний текст:PDF (English)
Balabanova, L. V., Sardak, O. V. (2014), "Diagnostics of the competitiveness of enterprise-employer brand" ["Diagnostyka konkurentospromozhnosti brendu pidpryyemstva-robotodavcya"], Ekonomichnyj chasopys-XXI, No. 1-2 (1), pp. 94–97.
Barrow, S., Mosley, R. (2007), "Employer brand. The best of brand management – to work with staff". Trans. from Eng. ["Brend rabotodatelja. Luchshee iz brend-menedzhmenta – v rabotu s kadrami". Per. s angl.], Gruppa IDT, Moscow: 195 p.
Zakharova, O. V. (2014), "An analysis of labor indicators" ["Analiz trudovyh pokaznykiv"], DonNTU, Donetsk, 461 p.
Zakharova, O. V., Shumayeva, O. O., Solovczova, O. P. (2014), "Change management" ["Upravlinnya zminamy"]. LANDON-XXI, Donetsk, 453 p.
Zakharova, O. V. (2010), "Management by investment in human capital: methodology, evaluation, planning" ["Upravlinnya investuvannyam u lyudskyy kapital: metodologiya, otsinka, planuvannya"], DRUK-INFO, Donetsk, 378 p.
Minchington, B. (2011), "HR-brand. How to become a leader. Building a dream company" ["HR-brend. Kak stat' liderom. Stroim kompaniju mechty"], Junajted Press, Moscow, 280 p.
Morgan, G. (2006), "The image of the organization: eight models of organizational development". Trans. from Eng. ["Imidzh organizacii: vosem' modelej organizacionnogo razvitija". Per. s angl.], Vershina, Moscow, 416 p.
Pasyeka, A. S., Krasnomovecz`, V. A. (2012), "HR-branding in human resources system" ["HR-brendyng u systemi upravlinnya personalom"], Naukovyy visnyk Chernigivskoho derzhavnoho instytutu ekonomiky i upravlinnya. Seriya «Ekonomika», (4), pp. 132–137.
Yastrems`ka, O. M., Timonin, O. M., Timonin, K. O. (2013), "Brands of industrial enterprises: formation and efficiency of using" ["Brendy promyslovyh pidpryyemstv: formuvannya ta efektyvnist` vykorystannya"], KhNEU, Khar'kiv, 243 p.
Ambler, T., Barrow, S. (1996), "The employer brand", The Journal of Brand Management, Vol. 4, pp. 185–206.
Barrow, S., Mosley, R. (2005), "The employer brand: bringing the best of brand management to people at work", Wiley, 232 p.
Chernatony, L. (2006), "From brand vision to brand evaluation: the strategic process of growing and strengthening brands". Butterworth Heinemann, Oxford, 320 p.
Harding, S. (2004), "Employer branding". International survey research, available at : www.isrsur-veys.com/ en/pdf/insight/ employerbranding.pdf
LinkedIn (2003), "Employer brand playbook. 5 steps to grafting a highly social talent brand", available at : https://business.linkedin.com/content/dam/business/talent-solutions/global/en_US/site/pdf/playbooks/linkedin_employer_brand_playbook_us_en_130702.pdf
Пристатейна бібліографія ГОСТ
Copyright (c) 2019 Oksana Vladimirovna Zakharova
Ця робота ліцензована Creative Commons Attribution-NonCommercial 4.0 International License.