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dc.contributor.authorZhylinska, Oksana
dc.contributor.authorFirsova, Svitlana
dc.contributor.authorBilorus, Tetiana
dc.contributor.authorAksom, Herman
dc.date.accessioned2021-04-27T11:08:35Z
dc.date.available2021-04-27T11:08:35Z
dc.date.issued2021
dc.identifier.citationZhylinska, O., Firsova, S., Bilorus, T., & Aksom, H. (2021). Employer brand management : methodological aspects. <i>Marketing and Management of Innovations</i>, <i>2021</i>(1), 158-169. <a href="https://doi.org/10.21272/mmi.2021.1-12" target="_blank">https://doi.org/10.21272/mmi.2021.1-12</a>
dc.identifier.otherCONVID_67420263
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/75226
dc.description.abstractThe paper aims to develop applied aspects of the methodological support of a reasonable selection of the company responsible for the formation and promotion of the employer brand using the tools of multicriteria analysis and evaluation of the functionality of outsourcing companies based on the criteria that determine their competitive advantage. Consequently, the need to attract external resources to manage the employer brand has been substantiated. The authors schematized the decision-making process on a reasonable selection of outsourcing companies. The system of the criteria for the implementation of such a choice, which includes the requirements for both the outsourcing company and the future project: the rate of successful previous projects, the rate of customer satisfaction, the experience of work in Ukraine, the average cost of project development services, project development duration, the comprehensiveness of the developed recommendations for the employer brand promotion, project duration, project flexibility, the complexity level of project implementation, average monthly expenditures during the project period has been formed. Moreover, the paper systematizes the main metrics of outsourcing companies' projects on the employer brand formation and promotion, which include: a range of services for attracting, selecting, retaining, developing and evaluating staff; competitor analysis, HR-advertising, HR-marketing, systems of search engine management, leadership development programs, adaptation programs; differentiation of those organizational metrics that distinguish the customer company as an employer from the nearest competitors and separation of competitive advantages of the customer, values and the emotional component of the brand; development of its unique brand identification system – corporate style, brand book, etc.; formation of the key employer branding metrics: Employer Value Proposition (EVP), Employer Brand Personality, Employer Brand Positioning; insight formation - deep understanding of the relationship between the brand and the target audience, positioning and repositioning the employer brand on the labour market. The outsourcing company's direct selection is proposed to be based on multicriteria optimization, particularly using the analytical hierarchy methods (Saati, T.) to determine the weight coefficients of criteria and VIKOR to construct the resulting indicator. Thus, the method application result is to make justified ratings of outsourcing companies, which will allow customer companies to choose the best alternatives on the market of outsourcing services.en
dc.format.mimetypeapplication/pdf
dc.languageeng
dc.language.isoeng
dc.publisherSums'kyi Derzhavnyi Universytet
dc.relation.ispartofseriesMarketing and Management of Innovations
dc.rightsCC BY 4.0
dc.subject.otheremployer brand
dc.subject.otheremployer attractiveness
dc.subject.otherinternal and external resources for the employer brand formation
dc.subject.otheroutsourcing
dc.subject.otherproject metrics
dc.subject.othermulticriteria analysis
dc.subject.otherVIKOR method
dc.titleEmployer brand management : methodological aspects
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-202104272536
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.description.reviewstatuspeerReviewed
dc.format.pagerange158-169
dc.relation.issn2218-4511
dc.relation.numberinseries1
dc.relation.volume2021
dc.type.versionpublishedVersion
dc.rights.copyright© 2021 the Authors
dc.rights.accesslevelopenAccessfi
dc.subject.ysotyönantajat
dc.subject.ysovetovoimaisuus
dc.subject.ysobrändit
dc.subject.ysoulkoistaminen
dc.subject.ysobrändäys
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p10580
jyx.subject.urihttp://www.yso.fi/onto/yso/p10725
jyx.subject.urihttp://www.yso.fi/onto/yso/p23851
jyx.subject.urihttp://www.yso.fi/onto/yso/p9998
jyx.subject.urihttp://www.yso.fi/onto/yso/p25981
dc.rights.urlhttps://creativecommons.org/licenses/by/4.0/
dc.relation.doi10.21272/mmi.2021.1-12
dc.type.okmA1


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