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The subject of the study. Peculiarities of development of HR–brand agencies of Ukraine.The activities of the specialized HR brand agency «UGEN», which is engaged in the development of the employer brand of international and Ukrainian companies and assistance to young people in employment, and to companies in the search for new specialized personnel. Results of work. It was determined that the HR brand is the actual image of the company in the eyes of employees, job seekers, partners and market competitors. Whether or not a company has put effort into creating its role, that image exists. It is created from the words of current and former employees, based on the results of work and actions in the market. Employer Brand is one of the components of the company’s overall image, which shows the attractiveness of the business for employees and candidates. For this, there are special agencies engaged in branding campaigns. The projects that were implemented by the FOP Julai M. V. «UGEN» were studied. It was determined that the agency is engaged in the development of effective strategies for the development of the employer’s brand, market research, the formation of the concept of the employer’s value proposition (EVP); creation of unique content products about the company and for the company; organization of events for employees and potential candidates – from conception to implementation. Conclusions. The article outlines the peculiarities of the development of HR–brand agencies. Areas of cooperation between Zhulai M.V. «UGEN» and clients: media cooperation; implementation of a joint project for internship recruitment; development of HR–brand strategy; SMM of the company’s career pages; cooperation with universities of Ukraine. FOP Julai M. V. «UGEN» has more than 170 successful cases in its portfolio of developing employer brand strategy, organizing and holding events of various formats, creating educational products, internship programs, as well as special media projects, communication campaigns, research, etc. |
