Теоретичні та прикладні питання економіки. Збірник наукових праць.

Випуск 2 (51)

УДК 330.3: 005.95: 005.33

JEL L10, M12, M30

ORCID 0000-0001-7620-4622

ORCID 0000-0003-0848-1390

DOI https://doi.org/10.17721/tppe.2025.51.3

Bilorus T., associate professor

Taras Shevchenko National University of Kyiv

Firsova S., associate professor

Taras Shevchenko National University of Kyiv

t_bilorus@ukr.net

STRATEGIC POSITIONING OF THE COMPANY'S BRAND AS AN EMPLOYER

The transformation of the employer brand into a strategic resource of the company in conditions of uncertainty, dynamism and aggressiveness of competition in the labor market necessitates the strengthening of the validity of decision-making regarding the choice of its development strategy depending on the basic strategic position. To a large extent, the effectiveness of managing the strategic positioning of the company's brand as an employer depends on the development of its methodological principles, which determines the relevance of the research topic.

The purpose of the article is to define the concept of "positioning the company's brand as an employer", identify the features of forming an employer brand strategy in conditions of constant changes in the labor market, and develop a matrix method for choosing the strategic position of the company's brand as an employer.

The article analyzes various approaches to determining the essence of positioning in general and provides the author's definition of the concept "positioning of the company's brand as an employer". The author's vision of using a scenario approach to the process of strategic positioning of the company's brand as an employer is also proposed. In particular, the stages of determining the strategic position are highlighted, and the features of methodological support for their passage are determined. A key place in conducting research belongs to the combination of classical tools for determining the company's strategic position ("directed policy matrix" (Shell/DPM) and the GE/McKinse model) in order to assess the strategic position and choose strategic alternatives for developing the employer's brand. The paper proposes a list of key indicators for assessing the strategic position of the employer's brand in two groups: the significance of the employer's brand for the company and its employees; the competitiveness of the company's brand as an employer in the labor market. In the proposed model, the value of indicators is estimated based on the opinions of experts on a 100-point scale, and when calculating the integral value of the group indicator, the weight coefficients of individual indicators should be additionally taken into account. To confirm the consistency of experts' opinions within the framework of empirical research, the concordance coefficient was calculated, estimated using the Pearson criterion.

Within the framework of the study, in the system of strategic positioning of the company's brand as an employer, the main types of dynamic strategies of employer brand management (active, conservative, compromise, restrictive, anti-crisis) are identified, each of which has its own substrategies. The characteristics of strategies/substrategies of employer brand management are given.

Thus, the results obtained allowed mathematically formalizing the task of strategic positioning of the company's brand as an employer. The proposed methodological approach can be used by company managers to develop and justify strategic management decisions to optimize the dynamic position of the company's brand as an employer in the labor market.

Keywords: company brand as an employer, strategic positioning, employer brand strategic positioning matrix, dynamic strategy, substratgegy.

Full Text: PDF

DOI: https://doi.org/10.17721/tppe.2025.51.3