Personnel marketing as a tool for forming an effective employer brand

Abstract

In the article, the authors summarized the existing definitions of the categories "personnel marketing" and "employer brand" and substantiated the relationship between personnel marketing and the employer brand. It has been established that the employer brand is transformed under the influence of such conditions that our country has recently faced, such as the Covid-19 pandemic, military events, which requires new approaches to the formation of the employer brand model using modern marketing technologies and tools. In order to attract and retain talented specialists, the value orientations of potential and existing employees have been identified across generations, which have unique values and psychological attitudes, which should be included in the development of a personnel marketing strategy. A matrix of the employer's attractive value proposition is proposed, namely: programs to ensure financial, physical, mental and social well-being based on online research. According to the results of the study, it was found that important criteria for choosing an employer among young people are an attractive salary and social package - 92%, career growth -72%, a good reputation of the employer - 56%, an attractive working atmosphere - 51%, a balance between work and personal life and the opportunity to study and develop - 50%. The most relevant channels for searching and finding a job among young people are job search sites/portals (grc.ua, robota.ua, work.ua, olx.robota) – 93%, personal connections/recommendations of social networks – 67% and the website companies with information about vacancies - 43%. Conclusions were made regarding the need to use personal marketing tools as a basis for building and promoting an effective employer brand.