Sychova A. Strategic Employer Brand Management

The dissertation is dedicated to improving the theoretical foundations and developing scientific-applied recommendations for optimizing the processes of strategic employer brand management and mechanisms of their implementation in the practice of pharmaceutical enterprises. In the dissertation, the introduction of the theoretical construct «employer brand lifecycle» is proposed as an interdisciplinary concept, combining in the marketing dimension the sequence of stages of formation and development of the employer brand based on essential characteristics of the organization’s value proposition for current and potential employees. In the strategic management dimension, it involves the development of tools for quantitative evaluation of employer brand recognition and, in the personnel management dimension, the implementation of management technologies for shaping and improving the company’s image in the labor market in terms of attractiveness and competitiveness among other employers. The introduction of this construct into the theory and practice of management enables the development of an applied toolkit for strategic employer brand development in pharmaceutical enterprises. The author employs a process-oriented approach to scenario planning along three vectors of employer brand development (optimistic, realistic, pessimistic). Conceptual conditions for the development of employer brand recognition are argued, including criteria for attractiveness and competitive environment of the employer brand in the hightech era, such as the employer brand lifecycle stage, level of brand recognition, engagement and satisfaction of personnel, recognition level of the visual component of the employer brand as a corporate brand component, environmental friendliness of the employer brand, and innovation.