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Title | Features of employer brand development |
Authors |
Strilets, B.O.
|
ORCID | |
Keywords |
бренд роботодавця employer brand ціннісна пропозиція для співробітників employee value proposition стратегія брендингу роботодавця employer branding strategy управління людськими ресурсами human resource management залученість співробітників employee engagement |
Type | Bachelous Paper |
Speciality | 073 - Менеджмент |
Date of Issue | 2025 |
URI | https://essuir.sumdu.edu.ua/handle/123456789/99577 |
Publisher | Sumy State University |
License | Copyright not evaluated |
Citation | Strilets B. O. Features of employer brand development : bachelor's qualification work : specialty 073 - management / scientific supervisor І. І. Rekunenko. Sumy : Sumy State University, 2025. 72 p. |
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. |
Appears in Collections: |
Кваліфікаційні роботи здобувачів вищої освіти (ННІ БіЕМ) |
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