Formation of employer brand identification advantages
https://doi.org/10.26425/1816-4277-2026-4-80-89
Abstract
The purpose of the study is to identify and develop approaches to form employer branding advantages as a challenge and opportunity for organizations in a highly competitive environment. In study used general scientific methods of analysis and synthesis, comparison, and abstraction. In the practice of domestic companies, the potential of employer brands is underestimated. The company’s lack of awareness about itself and its advantages makes it difficult to understand clearly its role, mission, values and guidelines. Also, it forms unconvincing image of the employer, which is perceived with distrust and refractory.
The central issue of developing employer branding advantages is the identification of preliminary expectations between the employee and employer, the desire for the greatest possible coincidence between the two parties involved, and the linking of the employee’s personal choice to remain and be part of the company. This article presents a substantive platform for employer branding advantages, including the conceptual framework of the employer brand, the prerequisites for developing its advantages, and identifiers for the development of HR strategies and company policies. In line with key ideas of psychological contract theory, organizational identification, and organizational identity, employer branding’s identity benefits serve as a point of contact between employee and employer, linking their choice to collaborate.
Study results may be useful to form practice and politics, attract and retain staff, based on management of employer brand identity advantages.
About the Authors
I. V. Semenova
Perm State National Research University
Russian Federation
Russian Federation
Irina V. Semenova - Cand. Sci. (Econ.), Associate Professor of the Department of Management, Marketing and Commerce
Perm
A. N. Khatskelevich
Perm State National Research University
Russian Federation
Russian Federation
Anna N. Khatskelevich - Cand. Sci. (Econ.), Associate Professor of the Department of Management, Marketing and Commerce
Perm
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Review
For citations:
Semenova I.V., Khatskelevich A.N. Formation of employer brand identification advantages. Vestnik Universiteta. 2026;(4):80-89. (In Russ.) https://doi.org/10.26425/1816-4277-2026-4-80-89
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