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RESEARCH CENTER FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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The Recruiter’s Personal Brand as a Factor in Achieving Efficient Recruitment
Skibska K. O.

Skibska, Kateryna O. (2026) “The Recruiter’s Personal Brand as a Factor in Achieving Efficient Recruitment.” Business Inform 8:446–453.
https://doi.org/10.32983/2222-4459-2026-8-446-453

Section: Management and Marketing

Article is written in Ukrainian
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UDC 331.108.2, 005.95

Abstract:
In an environment of intense competition for the attention and trust of potential candidates for military service, the ability to clearly communicate one’s strengths and create unique value propositions takes on particular importance. This study demonstrates that current military recruitment practices indicate that what matters is not only the nature of the service, the conditions, or the functional characteristics of the position, but also the personality of the military recruiter representing the military organization, as well as the values and lifestyle that he conveys. Amid the transformation of the modern labor market, competition for human capital among employers is intensifying; this trend is particularly pronounced both in the civilian business sector and in military recruitment, where candidates are recruited both through a network of recruitment centers and directly by recruiters from military units. Therefore, in the field of military recruitment, this issue is particularly sensitive, as the decision to enlist in military service involves a heightened level of responsibility, risk, and the need for a high degree of trust. An analysis of the military recruitment system shows that potential service members are significantly more likely to trust not abstract institutions, but specific individuals who openly share their personal experiences, discuss the benefits and challenges of service, and demonstrate a realistic path forward and personal motivation. It has been conclusively demonstrated that such communication contributes to the formation of a more realistic and, at the same time, trusting perception of military.In addition, nowadays there is competition not only between civilian and military career opportunities, but also between individual units, brigades, and battalions, which are also developing their own communication strategies to attract candidates. It has been found that in this context, the personal brand of a military recruiter becomes an important tool for differentiation, allowing them to stand out among others, build trust, more effectively communicate the value proposition of a specific unit, and achieve the set goals in recruitment activities.

Keywords: military recruiter; personal brand; recruitment performance indicators; military recruitment; Ukrainian Armed Forces manning system.

Fig.: 6. Bibl.: 19.

Skibska Kateryna O. – Candidate of Sciences (Economics), Associate Professor, Research Associate, Scientific and Methodological Center for Personnel Policy, The Ministry of Defense of Ukraine (6 Povitryanykh Syl Ave., Kyiv, 03168, Ukraine)
Email: [email protected]

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