BUSINESS INFORM №3-2018

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Section: Management and Marketing
UDC 331.108
Yurchenko K. Y., Firsova S. H.
Evaluating the Strategic Positions of the Employer’s Brand in the Retail Sector (p. 418 - 424)
Methodical approaches to evaluation of strategic positions of the employer’s brand and its competitiveness are substantiated. Comparative analysis as an approach to the evaluation of the employer’s brand is considered. The advantages of having an employer’s brand in the organization are allocated and the most important elements in the process of forming the employer’s brand are defined. The research on instruments of formation of both internal and external brand of employer for the retail shops network «Prego» was carried out. The employer’s brand strength is evaluated according to the main points of a specialist contact with the employer’s company. An assessment of factors of external and internal brand of employer was carried out. A system of criteria for evaluating the competitiveness of the company’s employer brand has been formed. The strategic positions of the employer’s brand of the «Prego» store chain in the retail sector were evaluated.
Keywords: employer’s brand, strategic position, instruments of formation of internal and external employer’s brand, competitiveness of employer’s brand.
Fig.: 2. Tabl.: 3. Bibl.: 9.

Yurchenko Karyna Yu. – Student, Taras Shevchenko National University of Kyiv (60 Volodymyrska Str., Kyiv, 01033, Ukraine)
Email: [email protected]
Firsova Svitlana H. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management of Innovation and Investment, Taras Shevchenko National University of Kyiv (60 Volodymyrska Str., Kyiv, 01033, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Yurchenko, Karyna Yu., and Firsova, Svitlana H. (2018) “Evaluating the Strategic Positions of the Employer’s Brand in the Retail Sector.” Business Inform 3:418–424.

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