METHODOLOGY FOR ASSESSING THE STATE OF THE EMPLOYER BRAND: REVIEW OF PRACTICES FOR IMPROVING THE EFFICIENCY OF PERSONNEL MANAGEMENT IN INDUSTRIAL ENTERPRISES

The study emphasizes the importance of employer branding as a key tool for attracting and retaining personnel of industrial enterprises in the conditions of a shortage labor market. It presents industry-specific features of the functioning of enterprises in the industrial sector of the economy that influence the perception of the employer brand. The best practices of five companies that have implemented projects in the field of HR branding, including work with young people, are considered. An analysis of the methodologies for assessing the state of the employer brand used by five well-known research consulting companies is presented. In order to obtain a holistic picture of the perception of the HR-brand, the author’s methodology for brand audit and assessment of the current value proposition of the employer is proposed based on surveys of different target audiences: workers and engineering and technical staff, top management and the HR-team. The obtained results will ensure an increase in the efficiency of personnel management and employer branding of industrial enterprises thanks to current practices of HR-brand formation and development.