HR-brand: essence and state in Ukraine.

Abstract

The purpose of the article is to clarify the nature of HR-brand, the analysis of HRbrand status on the Ukrainian labor market, as well as reflection of methods of a company’s brand valuation. The article analyzes the concepts of "company’s brand as employers" and "company's image as employers". This analysis allows to generate complete understanding of the term "employer’s brand", which is relatively new to the Ukrainian scientific community. The article highlights species, goals and tools of HR-branding and schematically showns their interdependence. A system of interdependences between the brand and its objectives is schematically reflected. The article describes and analyzes a set of factors that influences the formation of a holistic way of an employer company. The results of the nationwide survey "Most attractive employers in Ukraine 2015" are shown and analyzed. Opinion of students and professionals on employers, represented on the Ukrainian labor market, is reflected. The key qualities of an attractive employer are specified. Expectations of students regarding employers are revealed. The components of successful HR-brand are specified and modern methods of a company’s brand valuation are considered.