Випуск 25

УДК 656.07:331.5

P. 76-87.

The article is dedicated to issues of a company attractiveness as an employer. The main purpose is to clarify the essence of “employer attractiveness” definition. The existence of different interpretations of the definition indicates the inconsistency of the authors regarding its essence. It is usually used along with such definitions as «the employer image», «the employer brand» and “the employer reputation” or “the employer competitiveness”. Lack of analysis establishing their correlation leads to an ambiguous interpretation of employer attractiveness and therefore misunderstandings of its essence and factors of its formation. The article analyzes the definitions that characterize the position of the company as an employer on the labour market, a comparative analysis has been made and their correlation has been determined on the basis of theoretical generalizations. A new definition was suggested; its content incorporates other existing definitions and specifies that “employer attractiveness” should be understood as a subjective assessment of the employer value proposition (EVP) on the labour market given by the target audience. The main difference of the proposed definition is that the core role of employer attractiveness formation is assigned to its value proposition. It is characterized by a set of qualities and properties of an employer, which should attract and retain audiences on the external and internal labour markets (e.g. employer’s potential and existing personnel).

Key words: personnel marketing, employer attractiveness, employer value proposition.

O. GLADKA, Cand. Sc. (Econ.), Assistant,

Kharkiv National Automobile and Highway University