METHODICAL APPROACH TO ASSESS COMPETITIVENESS OF HR-BRAND
The article represents a historical overview of the concept of “the employer brand”, analyzes its existing definition, the original definition of HR-brand, formulates its essential characteristics and the assessment methods of the company’s HR-brand.
Keywords: HR-brand, employer brand, essential characteristics of brand values, proposed staff benefits, key information message, strengths of the employer brand, point of the contact, competitiveness of HR-brand, competitiveness indicator of HR-brand, external and internal competitive differentiators of the employer brand.
Elena A. Mitrofanova, Professor, State University of Management, Moscow; Andrey V. Dovzhik, a post-graduate student, State University of Management.