Public Relations Role in the Formation of the Enterprise Favourable HR-brand in the Labour Market
Keywords:
PUBLIC RELATIONS, HR-BRAND, PR-TOOL, COMPETITIVENESS, PERSONNEL POTENTIALAbstract
The issues of the public relations (PR) management in creating a positive image of an enterprise in the labour market (HR-brand) are investigated.
The market conditions of the enterprise functioning determine the lack of the qualified personnel, difficulties in the long-term recruitment, as well as the high competition in the labour market. These factors determine the need to create and maintain a positive HR brand in the labour market in advance using PR campaigns in order to attract, consolidate and retain professionals.
The points of view of foreign and domestic researchers regarding the role of the public relations in the system of forming an enterprise positive image are considered.
In presenting theoretical aspects, the attention is focused on the formulation of the definition, goals and objectives of the enterprise HR brand in the labour market, as well as on the foreign experience of using PR tools in the process of attracting and retaining potential employees. It is established that the goal of public relations in managing the employer brand is to form mutually beneficial relationships based on the marketing principles.
In the research part, the methodology for identifying the potential of using PR-tools in the labour market of the Donetsk People's Republic on the example of 4 large shopping facilities is presented and tested. The assessment was based on the indicators of the potential opportunities for the implementation of the PR-activities and the development potential and the use of the PR-tools. The given methodology made it possible to assess and compare the possibilities of the public relations use in the HR brand management in the labour market, taking into account the company's market share.
The authors confirm the expediency of the public relations use in the positive brand formation of the enterprise-employer, as an important tool for the competitiveness management.
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