Positioning of the HR brand of engineering companies

Abstract

Recently, there has been an increase in the interest of companies in the formation and development of their HR brand in Russia. The presence of an employer's brand is important not only for job seekers, but also for the companies themselves that compete in the labor market for talented employees. The development of the company's HR brand is becoming an important task for marketers who are responsible for the company's communications with the target audience. An HR brand consists of a set of benefits that an employee receives during employment. The article presents the results of the author's research on the formation of the HR brand of engineering companies. A set of irrational criteria has been identified, on the basis of which applicants evaluate the intangible benefits of employment. A quantitative assessment of the importance of each criterion for applicants was made. Compliance of Lukoil LINK with the selected criteria was quantified. The basis for positioning the HR brand of Lukoil engineering centers in the labor market is outlined.