DEVELOPMENT OF THE EMPLOYER’S BRAND AS AN ELEMENT OF THE ORGANIZATION’S STRATEGIC POTENTIAL
Ruvennyi Igor' Yaroslavovich, Kasimova Elina Radikovna, Levina Kristina Egorovna
Ufa State Aviation Technical University
Abstract. The article actualizes the role of the employer’s brand (HR-brand) as an important element of the organization’s strategic potential. The paper notes HR-branding interconnection with reference marketing. The authors present types of loyalty formation in relation to the employer’s brand. A system of parameters for the evaluation of the employer’s brand is proposed. The relation of corporate ideology and the employer’s brand is shown.
Key words and phrases: бренд, бренд работодателя, референтный маркетинг, HR-брендинг, человеческий капитал, ценностное предложение работодателя (EVP), brand, employer’s brand, reference marketing, HR-branding, human capital, employee value proposition (EVP)
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