Features of employer brand development

Abstract

Structure and length of the bachelor's thesis. The thesis consists of an introduction, three chapters, a conclusion, and a list of references. The total number of pages of the bachelor's thesis is 70 pages, including 5 tables and 5 figures. Relevance. Employer branding is a critically important aspect of modern human resource management, as the effectiveness of its implementation determines organizations' ability to attract and retain talented employees in a competitive labor market. In the context of modern Ukraine, this problem becomes particularly relevant due to challenges related to military actions, economic instability, and massive labor migration, which have created a shortage of qualified personnel in many sectors of the economy. The insufficient level of employer branding development in domestic enterprises, as well as limited resources for investment in employer brand development, create the need to search for effective brand management strategies aimed at increasing organizations' attractiveness as employers. The aim of the thesis. The main aim of the thesis is to identify the key features and strategies for effective employer brand development at LLC "Ptashyne Podvirya" to enhance the company’s appeal to both current and prospective employees. Research methods. The methodological basis of the work includes the dialectical method of scientific cognition, a systematic approach, fundamentals of economic theory, and human resource management theory. The thesis also employs comparative analysis, structural analysis, survey analysis, benchmarking, and content analysis of employer branding materials. The results of the thesis. The bachelor's thesis examines the theoretical foundations of employer branding, including conceptual frameworks, strategic development approaches, and global best practices in talent attraction and retention. The research analyzes key components of employer brand development such as employer value proposition creation, internal and external branding strategies, and digital transformation impacts on modern recruitment practices. Through case study analysis of LLC "Ptashyne Podvirya," the research identifies the main strengths and opportunities for employer brand enhancement. The thesis demonstrates how the company's exceptional crisis resilience, demonstrated through successful recovery from 2022 Russian occupation, combined with sophisticated HR practices and competitive financial performance, creates authentic foundations for employer brand development. Moreover, the basic components and relationships that form the core of an effective employer branding strategy were determined through analysis of the organization's workforce demographics, retention metrics, and employee satisfaction levels. The research offers strategic guidance for systematic employer brand enhancement, encompassing digital platform development, workforce advocacy initiatives, and integrated communication frameworks. Additionally, the study identifies effective approaches to strengthen talent acquisition and employee retention through systematic employer value proposition formulation and structured candidate journey optimization.