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Home / Journals / Management of the Personnel and Intellectual Resources in Russia / Volume 13 Issue 6 / TECHNOLOGY FOR DEVELOPING THE BRAND OF AN EMPLOYER OF A PHARMACEUTICAL COMPANY
TECHNOLOGY FOR DEVELOPING THE BRAND OF AN EMPLOYER OF A PHARMACEUTICAL COMPANY
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TECHNOLOGY FOR DEVELOPING THE BRAND OF AN EMPLOYER OF A PHARMACEUTICAL COMPANY
Gasparovich E. 1
Urykov A. 2
Authors:
1.  Ural Federal University named First President of Russia B. Yeltsin (Department of Personnel Management and Psychology, Associate Professor)

Ekaterinburg, Russian Federation
2.  Ural Federal University named First President of Russia B. Yeltsin

Russian Federation
Type:
Article
DOI:
https://doi.org/10.12737/2305-7807-2024-13-6-82-87
Pages:
from 82 to 87
Status:
Published
Received:
22.01.2025
Accepted:
22.01.2025
Published:
22.01.2025
Subject area:
65.011.5
Language:
Russian
Keywords:
employer’s image, HR brand, EVP, formation of the employer’s HR brand, employer’s value proposition, competitor analysis, HR brand development technology
Abstract and keywords
Abstract (English):
This study is devoted to the urgent problem of developing and using an employer’s brand to attract and retain staff. The article provides up-to-date statistical information on the current socio-economic situation on the labor market in the Russian Federation. A theoretical analysis of research on working with the organization’s HR brand has been carried out, and key areas have been identified that organizations currently need to focus on if they want to maintain the attractiveness of the company for job seekers and employees of the company. The results of a practical study of candidates’ preferences are presented, and the perception of the employer’s EVP value proposition among pharmaceutical companies is analyzed. Based on the diagnosis, the technology of developing the employer’s brand is proposed, through a step-by-step algorithm consisting of four stages: conducting a survey and analyzing the perception of the HR brand of the organization and competitors in the pharmaceutical industry, developing an EVP, testing the HR brand concept, creating a creative communication strategy. The objectives of the study included interviewing job seekers, analyzing competitors and conducting focus groups to assess the attractiveness of the employer’s brand. The novelty of the work lies in obtaining practical up-to-date data on the pharmaceutical labor market and offering an algorithm for developing an organization’s HR brand.

Keywords:
employer’s image, HR brand, EVP, formation of the employer’s HR brand, employer’s value proposition, competitor analysis, HR brand development technology
Text
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References

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