Соціальна відповідальність бізнесу в управлінні брендом роботодавця

The article reveals the essence of the concepts of «employer brand» and «corporate social responsibility» in the context of the growing need to form company positive image in the labor market. The study highlights the need for coordinated planning and implementation of business corporate social responsibility programs, focusing on the ability of such programs to influence the employer brand formation. The article describes the content of the company’s corporate social responsibility, taking into account the capability of its extrapolation into the sphere of enterprise activity as an active participant on the labor market. The study reveals the main aspects of corporate social responsibility impact on the employer brand, which relate to the company’s ability to influence the loyalty level of existing and potential employees, as well as the importance of enterprise communication in the process of promoting its brand both in product and labor markets. The emphasis has been placed on the importance of corporate values, enterprise development strategy in the process of its interaction with employees and candidates for vacant positions. The benefits that an employer company can receive because of using corporate social responsibility tools have been presented. The article also indicates the main aspects of corporate social responsibility impact on the employer’s brand, taking into account the possibilities of building sustainable relationships between the company and employees, as well as the formation and implementation of a communication policy to increase the level of enterprise recognition. In addition, the article focuses on the main types and levels of employee loyalty to the company and their significance in determining the impact of corporate social responsibility on the development of the employer brand. Information on the specifics of implementing the principles of corporate social responsibility in the practice of companies’ activities on the labor market has also been systematized. Considerations to possible directions for implementing the principles of corporate social responsibility in employer brand management have been given