Chapter 2. Formation of employer’s image for representatives of Generation Z in the retail sector in conditions of instability

Authors

Iryna Fedulova, State University of Trade and Economics; Maryna Dzhulai, State University of Trade and Economics; Olena Dragan, National University of Food Technologies; Valentyna Zhukovska, State University of Trade and Economics; Iryna Mykolaichuk, State University of Trade and Economics; Iryna Bolotina, National University of Food Technologies; Olena Bezpalko, National University of Food Technologies; Alina Berher, National University of Food Technologies

DOI: https://doi.org/10.21303/978-9916-9850-6-9.ch2

Keywords: Brand, employer brand, vacancy, employees, employment, value proposition, brand positioning, Z Generation, employer brand development strategy, employer brand process, retail

Synopsis

Transformations of national economies under conditions of instability

Employer brand is considered as an image that a company builds to attract and retain talented staff and due to which it is known and valued in the labor market by job candidates. The employer brand is also seen as a part of the corporate brand, and together they create a synergistic effect in the company’s activities. Positioning of the employer brand for Z Generation representatives is seen as a strategic process of creating and maintaining a unique and defined image of the company in the eyes of potential and current job seekers, taking into account age, behavioral, professional and economic indicators. The portrait of Z Generation representative as a target audience for the formation of employer brand is defined. A typification of the incentives of employer’s value proposition for Z Generation representatives is proposed, namely: are focused on personal development, ensuring the competitiveness of the enterprise, requirements for the corporate culture of the company, the functionality of work and workplace, and material incentives. The process of forming the employer brand for companies in the retail sector which is divided into three main stages is proposed: analysis of the current situation, creation of the image of the desired employer brand, activation of steps to achieve the desired goals and their support. To assess the current state of the employer brand, it is proposed to use the metrics of reducing staff turnover in a certain period, analyzing the reasons for dismissal during the exit interview, converting the number of targeted questionnaires and the eNPS methodology. To analyze the eNPS, a list of questions for the survey of retail chain employees has been developed. The employer brand development strategy for Z Generation consists of updating the brand book, communication strategy, and action plan to create the desired employer image among talents. The peculiarity of this strategy is the adaptation of each component to the requirements of the generation of buzzers.

The directions of forming the employer brand development strategy are recruitment, employee experience, and company talent management. For each area, metrics are proposed, the achievement of which determines the level of attractiveness of the employer brand. Indicators of the employer brand development strategy are the increase in the number of candidates for one position, % of employed candidates, reduction in the time to close a vacancy, reduction in the % of dismissed employees, increase in the level of job satisfaction in the company and increase in the number of promoted employees during the first year.

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Author Biographies

Iryna Fedulova, State University of Trade and Economics

Doctor of Economic Sciences, Professor
Department of Management
http://orcid.org/0000-0002-8802-137X
Corresponding author
E-mail: i.fedulova@knute.edu.ua

Maryna Dzhulai, State University of Trade and Economics

PhD Student
Department of Management
https://orcid.org/0000-0001-7297-5892

Olena Dragan, National University of Food Technologies

Doctor of Economic Sciences, Professor
Department of Labour Economics and Management
http://orcid.org/0000-0002-7606-2385

Valentyna Zhukovska, State University of Trade and Economics

Doctor of Economic Sciences, Professor
Department of Management
https://orcid.org/0000-0001-5033-711X

Iryna Mykolaichuk, State University of Trade and Economics

PhD, Associate Professor
Department of Management
https://orcid.org/0000-0001-7380-5000

Iryna Bolotina, National University of Food Technologies

PhD, Associate Professor
Department of Labour Economics and Management
https://orcid.org/0000-0001-9301-2008

Olena Bezpalko, National University of Food Technologies

PhD, Associate Professor
Department of Labour Economics and Management
https://orcid.org/0000-0001-7998-0002

Alina Berher, National University of Food Technologies

PhD, Associate Professor
Department of Marketing
https://orcid.org/0000-0002-2269-6147

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