THE EMPLOYER BRANDING STRATEGY DEVELOPMENT

Анотація

The role and importance of human resources marketing and employer branding for the enterprise development
has been proven. The employer brand as a factor of enterprise competitiveness is analyzed. The place of the
human resources marketing in the general marketing system is defined. The impact of Industry 4.0, in particular
the Big Data analytics, on the employer branding strategy is considered. The use of human resources marketing
funnel for external and internal audience is demonstrated. The stages of employer branding strategy
development are defined. The specifics of employer value proposition are revealed. The means are suggested to
obtain objective and complete input data for the employer branding strategy development.
Keywords: employer branding, marketing, human resources, HR marketing, staff, Industry 4.0