BUSINESS INFORM №7-2018

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47

Section: Management and Marketing
UDC 005.95:331.1:339.1:519.8
Bilorus T. V., Firsova S. H.
The Organizational Support for the Formation and Development of an Employer’s Brand (p. 314 - 326)
The article is aimed at developing applied aspects of the process of organizational support to attract internal and external resources of formation and development of the employer’s brand using the instrumentarium of multicriteria analysis. The article considers attributes of potential employer for candidates for positions and value offers of the leading world companies, current and prospective purposes of employer’s branding in leading companies of the world, peculiarities of functioning of labor market in Ukraine, the key factors of attractiveness of employers, the needs of employees and the extent of their satisfaction with employers. The system of criteria is formed and the most expedient alternatives for the companies in terms of attraction of internal and external resources for formation of the employer’s brand are allocated. Prospects for further researches in this direction are analyzing of the basic metrics of the projects of companies-outsourcers on formation and promotion of the brand of employer of the companies of customers, schematizing the decision making process concerning reasonable selection of companies of outsourcers and formation of such a system of criteria for the implementation of the choice, which includes the requirements for both the company-outsourcer and the future project.
Keywords: employer brand, employer attractiveness, internal and external resources of the employer brand formation, outsourcer, freelancer, HR department, LINMAP method, TOPSIS method.
Fig.: 5. Tabl.: 7. Bibl.: 18.

Bilorus Tetіana V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management of Innovative and Investment Activities, Taras Shevchenko National University of Kyiv (60 Volodymyrska Str., Kyiv, 01033, Ukraine)
Email: [email protected]
Firsova Svitlana H. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management of Innovation and Investment, Taras Shevchenko National University of Kyiv (60 Volodymyrska Str., Kyiv, 01033, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Bilorus, Tetіana V., and Firsova, Svitlana H. (2018) “The Organizational Support for the Formation and Development of an Employer’s Brand.” Business Inform 7:314–326.

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