MARKETINGO-INNOVATIVE APPROACH TO MANAGEMENT OF HUMAN RESOURCES: “EMPLOYER BRAND” CONCEPT
Keywords:
employer brand, recruitment, employee retention, employer brand ROI, internal and external employer brand benefits, human resource management.Abstract
In modern conditions, traditional approaches to human resource management do not allow solving the problems of attracting and withholding of qualified personnel, talented employees. An innovative approach, including borrowing the management experience of forein scientists and practitioners, allows the use of new personnel-technologies, strategies, concepts. One of which is the concept of the “employer brand”, which appreared at the intersection of scientific survey within the framework of management and marketing. Strategic investments in attracting employees whitin the concept of “employer brand”, presented as a set of psychological, economic and functional company benefits, allowing increasing its competitiveness. There are studied the :employer brand” concept, its internal and external benefits, the reasons for the development of the employer’s brand, the factors of its success and the return on investment.There is noted increasing role of the employer brand in the management strategy. The article considers the possibilityof borrowing forein experience in the area of human resources management in republic realities.
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