Perm', Perm, Russian Federation
Russian Federation
Geopolitical and economic challenges, the development of technology have significantly changed the external and internal labor market. The demographic situation is complex: there is a trend towards a decrease in the population of the Russian Federation; the number of youth and technical specialists is not growing at the pace necessary to meet the needs of employers; unemployment is kept at a “calm” level with an increase in the number of self-employed (people do not want to be hired because of a change in life values). In the context of the development of production, the struggle for graduates, specialists and talents is intensifying. Employer brand management is moving to a new level of quality: from entertainment events to deep development of the employer brand concept. The identifier of the company’s image is positioning — conveying the employer’s value proposition (EVP) to target audiences. The highlight of the study is a new look at the application of naming from product marketing to employer branding. Naming helps to succinctly, concisely and emotionally attractively formulate the key benefits of working in a company. By creating slogans that convey EVP, HR managers convey the identity, essence of the activity, products and benefits of working in the company. A creative concept in the form of visualization in corporate colors makes the employer recognizable, candidates want to work, employees want to stay. An overview of examples of naming in the formation of the creative concept of the employer’s value proposition is given.
employer brand, employer value proposition (EVP), branding, creative concept, naming
1. Bimini A. Samye neudachnye nejming i reklamnye slogany v istorii // Effektivnye tekstovye resheniya. [The most unsuccessful naming and advertising slogans in history // Effective text solutions]. Available at: http://exclusive-writing.ru/blog/samye-neudachnye-nejming-i-reklamnye-slogany-v-istorii (accessed 28 March 2023).
2. Brendingovoe agentstvo BRANDEXPERT «Ostrov Svobody» [BRANDEXPERT Branding Agency "Freedom Island"]. Available at: https://www.os-design.ru/ (accessed 28 March 2023).
3. Vakansii kompanii OSTEK - rabota v Kaluge, Moskve, Irkutske, Ekaterinburge [Vacancies of the OSTEK company - work in Kaluga, Moscow, Irkutsk, Yekaterinburg]. Available at: https://perm.hh.ru/employer/924 (accessed 28 March 2023).
4. Gruppa «CHerkizovo» [Cherkizovo Group]. Available at: https://cherkizovo.com/ (accessed 28 March 2023).
5. Dva event-proekta «Polyusa» stali pobeditelyami konkursa AKMR [Two event projects «Polyusa» became winners of the AKMR competition]. Available at: https://polyus.com/ru/media/news/dva-event-proekta-polyusa-stali-pobeditelyami-konkursa-akmr/ (accessed 28 March 2023).
6. Demografiya // Federal'naya sluzhba gosudarstvennoj statistiki [Demographics // Federal State Statistics Service]. Available at: https://rosstat.gov.ru/folder/12781 (accessed 28 March 2023).
7. Zel'dina E. EVP na osnove dannyh: s chego nachat' // Vebinar HeadHunter [EVP based on data: where to start // Webinar HeadHunter], 2022, 35 p. Available at: https://hhcdn.ru/icms/10208476.pdf
8. Ivanova V. Brend rabotodatelya s ogranichennym byudzhetom: klientskaya istoriya uspekha // Besplatnye vebinary dlya centrov zanyatosti naseleniya [The brand of an employer with a limited budget: a client success story // Free webinars for employment centers], 2022, 44 p. Available at: https://events.hh.ru/czn (accessed 28 March 2023).
9. Interv'yu s rabochej gruppoj Makdonalds: zapusk i realizaciya proekta v ramkah strategii Diversity & Inclusionhttps [Interview with the McDonald's working group: launch and implementation of the project as part of the Diversity & Inclusion https strategy], 2020, 8 p. Available at: https://womanwm.com/wp-content/uploads/2020/12/Intervu-s-rabocej-gruppoj-Makdonalds-zapusk-i-realizacia-proekta-v-ramkah-strategii-Diversity-Inclusion_compressed-1.pdf
10. Kejs «RZHD» [Russian Railways Case]. Available at: https://perm.hh.ru/article/rzhd_bc (accessed 28 March 2023).
11. Masalova Y.A. Marketing personala: uchebnoe posobie dlya vuzov [Personnel marketing: a textbook for universities], Moscow, Izdatel'stvo YUrajt Publ., 2023, 321 p.
12. Mitrofanova E.A., Konovalova V.G., Grishaeva S.A., Mitrofanova A.E. Privlekatel'nost' HR-brenda dlya molodyh soiskatelej: teoriya, strategiya, effektivnaya praktika [The attractiveness of the HR brand for young job seekers: theory, strategy, effective practice], Moscow, Publ., 2022, 142 p.
13. Nagibina N.I., Borovyh K.O., Belousova I.A. Vosem' marketingovyh sostavlyayushchih v HR: teoreticheskij podhod i praktika kompanij // Upravlenie personalom i intellektual'nymi resursami v Rossii [Eight marketing components in HR: theoretical approach and practice of companies // Personnel and Intellectual resources management in Russia], 2018, no. 4, pp. 75-82. DOI: https://doi.org/10.12737/article_5b8d21de1dc490.49168877 (accessed 28 March 2023).
14. Osovickaya N.A., Londar' E. Biznes, lyudi i otnosheniya [Business, people and relationships], SPB., Peter Publ., 2023, 432 p.
15. Osovickaya N.A. HR-brending: fokus na effektivnost' [HR branding: focus on efficiency], SPB., Peter Publ., 2017, 368 p.
16. Portfolio brend-centra hh.ru // Proekty Brend-centra [Brand center portfolio hh.ru // Brand Center projects]. Available at: https://perm.hh.ru/article/bc_projects (accessed 28 March 2023)
17. Rabota v PAO «Polyus». Rabota dlya studentov i professionalov [Work at PJSC Polyus. Jobs for students and professionals]. Available at: https://career.polyus.com/?_ga=2.35452130.2132977059.1679159152-1784756660.1676550991 (accessed 28 March 2023).
18. Rabota v Rajffajzen banke [Work at Raiffeisen Bank]. Available at: https://career.raiffeisen.ru/ (accessed 28 March 2023).
19. Rusanova E., Gomzikova P., Zel'dina E., Suhova D. Rukovodstvo po postroeniyu HR-brenda [Guide to building an HR brand], Moscow, HeadHunter Consulting Center Publ., 2017, 48 p.
20. Serezhin V. 7 principov razrabotki nazvaniya dlya kompanii ili Brenda // VIPRO [7 principles of developing a name for a company or brand // VIPRO], 2020. Available at: https://www.vipro.ru/articles/7-printsipov-razrabotki-nazvaniya-dlya-kompanii-ili-brenda/ (accessed 28 March 2023).
21. Frenkel' A. Nejming. Kak igra v slova stanovitsya biznesom [Naming. How the Word Game Becomes a Business], Moscow, Dobraya kniga Publ., 2006, 320 p.
22. EVP vashego brenda rabotodatelya [EVP of your employer brand]. Available at: https://1.changellenge.com/evp (accessed 28 March 2023).
23. Aaker A.D., Joachimsthaler E. Brand Leadership. The Free Press. Publ., 2002. 368 p.
24. Minchington B. Your Employer Brand: Attract, Engage, Retain. Collective Learning Australia Publ., 2006. 232 r.
25. Kotler F., Pfoertsch W. B2B Brand Management. Springer. Publ., 2006. 373 p.
