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The influence of an employer’s brand on the company’s performance


Elena G. Tokareva, Elena A. Berkutova
(about the authors)

Tokareva Elena G. – Postgraduate of the Chair of the Economy of Innovations (Lomonosov Moscow State University)

Berkutova Elena A. – Postgraduate of the Chair of the Economy of Innovations (Lomonosov Moscow State University)

Published in:
Creative Economy
– Volume 10, Number 12 (December 2016)

JEL classification: L21, M12, M50

Keywords: competitive advantage, competitiveness factor, employer’s brand, HR-brand


Citation:
Elena G. Tokareva, Elena A. Berkutova (2016). The influence of an employer’s brand on the company’s performance. Creative Economy, 10(12), 1435–1450. doi: 10.18334/ce.10.12.37167


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Abstract:

Foreign companies in Russia have been developing an employer’s brand for a long time, while most domestic companies do not fully realize the advantages of its development. In the article, the question of benefits related to a company’s having own HR-brand are discussed. Based on the analysis of various studies in this field and systematization of the factors of influence, the author proves the existence of the phenomenon of HR-brand impact on the results of the company’s activities. The advantages of the employer’s brand development on each stage of the company’s lifecycle have been revealed.







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