title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° ÑÐ°Ð±Ð¾ÑÐ¾Ð´Ð°ÑÐµÐ»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÐÐÐ Â«ÐÐ²Ð°Ð½Ð³Ð°ÑÐ´Â» Ð½Ð° ÑÑÐ½ÐºÐµ ÑÑÑÐ´Ð° Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³Ð°
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Development of the employer branding strategy of the Avangard, JSC on the Saint Petersburg labor market
Creators: name: ÐÐ°Ð·ÐµÐ±Ð½Ð°Ñ, ÐÐ»ÐµÐºÑÐ°Ð½Ð´ÑÐ°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2022
Subjects: HR-Ð±ÑÐµÐ½Ð´
Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
HR-brand
branding
marketing strategy
communication strategy
positioning
marketing

description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ: Â«Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° ÑÐ°Ð±Ð¾ÑÐ¾Ð´Ð°ÑÐµÐ»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÐÐÐ Â«ÐÐ²Ð°Ð½Ð³Ð°ÑÐ´Â» Ð½Ð° ÑÑÐ½ÐºÐµ ÑÑÑÐ´Ð° Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³Ð°Â». ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° ÑÐ°Ð±Ð¾ÑÐ¾Ð´Ð°ÑÐµÐ»Ñ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ ÐÐÐ Â«ÐÐ²Ð°Ð½Ð³Ð°ÑÐ´Â» Ð½Ð° ÑÑÐ½ÐºÐµ ÑÑÑÐ´Ð° Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³Ð°. Ð Ð¿ÑÐ¾ÑÐµÑÑÐµ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸:1. ÐÐ½Ð°Ð»Ð¸Ð· Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸, Ð¼Ð¸ÐºÑÐ¾ Ð¸ Ð¼Ð°ÐºÑÐ¾ÑÑÐµÐ´Ñ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ ÐÐÐ Â«ÐÐ²Ð°Ð½Ð³Ð°ÑÐ´Â».2. ÐÐ½Ð°Ð»Ð¸Ð· Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð¸ Ð¿ÑÐµÐ´Ð¿Ð¾ÑÑÐµÐ½Ð¸Ñ ÑÐ¾Ð¸ÑÐºÐ°ÑÐµÐ»ÐµÐ¹ Ð½Ð° ÑÑÐ½ÐºÐµ ÑÑÑÐ´Ð°.3. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð² Ð½Ð° ÑÑÐ½ÐºÐµ ÑÑÑÐ´Ð° Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³Ð°.4. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° ÑÐ°Ð±Ð¾ÑÐ¾Ð´Ð°ÑÐµÐ»Ñ, Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð´Ð»Ñ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÐ¼Ð¾Ð³Ð¾ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ.5. Ð ÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ñ Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð¾ÑÐµÐ½ÐºÐ¸ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸.Ð Ð°Ð±Ð¾ÑÐ° Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð°ÑÑ Ð½Ð° Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ð¸ ÑÐ°Ð´Ð¸Ð¾ÑÐ»ÐµÐºÑÑÐ¾Ð½Ð½Ð¾Ð¹ Ð¿ÑÐ¾Ð¼ÑÑÐ»ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÐÐÐ Â«ÐÐ²Ð°Ð½Ð³Ð°ÑÐ´Â». Ð ÑÐ¾Ð´Ðµ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð¾ÑÐµÐ½ÐºÐ° ÑÐ¸Ð½Ð°Ð½ÑÐ¾Ð²Ð¾-ÑÐ¾Ð·ÑÐ¹ÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¸ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ. Ð¢Ð°ÐºÐ¶Ðµ Ð±ÑÐ»Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ñ SWOT- Ð¸ PEST-Ð°Ð½Ð°Ð»Ð¸Ð·Ñ ÑÑÐµÐ´Ñ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ, Ð¸ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐ¸Ð» ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¸Ð¸ Ð¿Ð¾ Ð¼Ð¾Ð´ÐµÐ»Ð¸ ÐÐ°Ð¹ÐºÐ»Ð° ÐÐ¾ÑÑÐµÑÐ°.Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð¼ ÑÐ°Ð±Ð¾ÑÑ ÑÑÐ°Ð»Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð´Ð»Ñ ÐÐÐ Â«ÐÐ²Ð°Ð½Ð³Ð°ÑÐ´Â» ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° ÐºÐ°Ðº ÑÐ°Ð±Ð¾ÑÐ¾Ð´Ð°ÑÐµÐ»Ñ Ð½Ð° ÑÑÐ½ÐºÐµ ÑÑÑÐ´Ð°, ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ HR-Ð±ÑÐµÐ½Ð´Ð° Ð¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸. ÐÑÐ¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° Ð±ÑÐ»Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ ÑÐ°ÐºÐ¸Ðµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ ÐºÐ°Ðº Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ð° Ð±ÑÐµÐ½Ð´Ð°, Ð¼Ð¾Ð´ÐµÐ»Ñ 4D Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° Ð¢Ð¾Ð¼Ð°ÑÐ° ÐÑÐ´Ð°. ÐÑÐ¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ» Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ Â«ÐºÐ°ÑÑÐ° Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ Ð±ÑÐµÐ½Ð´Ð°Â».
description: The given work is devoted to the Development of the employer branding strategy of the Avangard, JSC on the Saint Petersburg labor market. In the process of this work, the following tasks were solved:1. Analysis of marketing activities, micro and macro environment of the enterprise Avangard, JSC.2. Analysis of the behavior and preferences of job seekers in the labor market.3. Research of competitors in the labor market of St. Petersburg.4. Development of an employer branding strategy, brand positioning and communication strategy for the enterprise in question.5. Recommendation of methods for evaluating the effectiveness of the proposed strategy.The work was carried out in the Avangard, Public Joint Stock Company. In the course of the work, an assessment was made of the financial and economic activities and the marketing complex of the enterprise. Also, SWOT and PEST analyzes of the enterprise environment were carried out, as well as an analysis of the forces of competition according to the Michael Porter model.The result of the work was the development of a branding strategy as an employer in the labor market, an HR brand positioning strategy and a communication strategy for Avangard, JSC. When developing the branding strategy, tools such as the brand platform, the 4D branding model by Thomas Gad were used. When developing the positioning strategy, the brand perception map tool was used.