MANAGING THE EMPLOYER BRAND IN THE «RELATIONSHIP MARKETING»

Abstract

The article is devoted to the problems of HR brand management at the enterprise which implements the concept of relationship marketing and offers a systematic way to manage the product brand and the employer brand. The author characterizes the strategies of positioning that take into account different ways of organizing the relationship between product brand and the employer brand. The article gives recommendations concerning elements of the employer brand to customer loyalty. The author gives practical examples of the interaction organization between product and employer brand.

Keywords

• hr-бренд
• relationship marketing
• hr-brand
• employer brand
• brand management
• brands interaction