The dissertation explores various approaches to defining the concept of "employer brand." The main characteristics identified are a set of qualities, characteristics, and emotions associated with employees of the company and potential candidates that distinguish it from other employers; a list of material and non-material measures aimed at shaping a positive company image among the target audience; a two-level formation structure. The "employer brand" is part of the company's corporate brand. The general principles of employer brand management include candidate orientation, consideration of business and societal interests, orientation towards overall company image and brand, formation of corporate culture, and continuous development. Employer brand management is a strategic approach to creating and maintaining a positive company image among potential and current employees. The main goal is to mark the company as an attractive employer capable of competing for talented employees in the labor market. This includes developing and supporting an effective personnel recruitment strategy, shaping a positive employer reputation, and creating and maintaining a corporate brand as an attractive place to work. The components of the employer brand management process include brand tools, methods, subjects, and objects. Management tools include analytics, social media, PR, and multichannel marketing. Methods of employer brand management include surveys, focus groups, monitoring, and internet information research. The object of the study is the process of employer brand management for Generation Z representatives. The subject of the study is the theoretical, methodological, and practical foundations of employer brand formation and development for Generation Z representatives.
For the study, the employer brand for students and graduates of educational institutions was chosen. It is aimed at forming positive associations with the company, taking into account the characteristics of the Z generation. To shape the desired employer brand image, a list of advantages that are attractive to potential candidates for employment is used. The set of job benefits is the employer's value proposition. The concept of "employer value proposition" for Generation Z representatives has been defined. Additionally, a portrait of the Generation Z student audience was formed, including behavioral, professional, age indicators, and the influence of global economic trends.
Attributes of the employer brand's value proposition have been summarized, including: salary, additional payments (bonuses, premiums), career development, remote work opportunities, flexible work schedules, in-company training, official employment, business impact on the environment, new projects and employee tasks, company process
technologicalness, company image, social responsibility, team, corporate culture, company events (corporate parties, team building, etc.), medical insurance. Based on a comparative analysis of scholars' views on employer brand value propositions, their typology was conducted.
Methodological approaches to forming and evaluating the employer brand have been determined. The most common tools identified include employee engagement rate and Net Promoter Score (NPS). Based on the analysis conducted, common characteristics of management models were determined. The adaptation of the Business Model Canvas enterprise management model for effective employer brand management among youth was proposed.
Additionally, the adaptation of the Johari model allowed for characterizing the process of disclosing information about the employer brand's value propositions. The relationship with the maturity level of business processes in personnel management and its ranking was also analyzed and identified. Various approaches to evaluating the employer brand were analyzed, revealing their advantages and disadvantages.
To form a comprehensive understanding of the employer's value proposition, an analysis of current trends, the state, and directions of labor market development in Ukraine during martial law and in EU countries under the influence of COVID-19 was conducted. Changes in unemployment rates, migration by region, and the ratio of job
vacancies to targeted candidates were analyzed. An assessment of employers' attractiveness for work and internships was conducted from the perspective of Generation Z representatives. The top 9 retail companies were selected for the study: ATB, Auchan, McDonald’s, Foxtrot, Epicentr K, METRO, Comfy, Fozzy Group, Rozetka, and the top 12 FMCG companies: AB InBev Efes, Roshen, Imperial Tobacco, Mondelez, JTI Ukraine, Carlsberg Ukraine, British American Tobacco, Danone, Philip Morris Ukraine, Procter&Gamble, Nestle, PepsiCo, Coca-Cola HBC Ukraine. Accordingly, using the expert assessment method, the most attractive employer in the retail and FMCG sectors was identified.
