EMPLOYER BRAND AND COMPANY COMPETITIVENESS

Abstract

In the modern business environment, the success of companies is not only measured by the quality of products and services; their employer brand and competitiveness also play an important role. This study analyzed the interaction between employer brand and company competitiveness. The main criteria used to assess the employer brand were the attractiveness of the company for employees, the prestige of the workplace, the ability to attract qualified personnel, and the level of recommendation from others. The competitiveness of the company was assessed based on the stability of its market position, the level of sustainable development, the quality of products and services, and the quality of human resources. The results of the study showed that the company has a high level in terms of both employer brand and competitiveness, and there is a positive interaction between these two indicators. At the same time, strengthening the leadership brand increases the attractiveness of the employer brand, which directly affects the company's market competitiveness. These results emphasize the importance of developing strategies to form an employer brand and increase competitive advantages.