Features of the development of HR–brand agencies

The subject of the study. Peculiarities of development of HR–brand agencies of Ukraine. The activities of the specialized HR brand agency «UGEN», which is engaged in the development of
the employer brand of international and Ukrainian companies and assistance to young people in
employment, and to companies in the search for new specialized personnel.
Results of work. It was determined that the HR brand is the actual image of the company in the
eyes of employees, job seekers, partners and market competitors. Whether or not a company has
put effort into creating its role, that image exists. It is created from the words of current and former
employees, based on the results of work and actions in the market. Employer Brand is one of the
components of the company’s overall image, which shows the attractiveness of the business for
employees and candidates. For this, there are special agencies engaged in branding campaigns. The
projects that were implemented by the FOP Julai M. V. «UGEN» were studied. It was determined that
the agency is engaged in the development of effective strategies for the development of the employer’s
brand, market research, the formation of the concept of the employer’s value proposition (EVP);
creation of unique content products about the company and for the company; organization of events
for employees and potential candidates – from conception to implementation.
Conclusions. The article outlines the peculiarities of the development of HR–brand agencies.
Areas of cooperation between Zhulai M.V. «UGEN» and clients: media cooperation; implementation of
a joint project for internship recruitment; development of HR–brand strategy; SMM of the company’s
career pages; cooperation with universities of Ukraine. FOP Julai M. V. «UGEN» has more than 170
successful cases in its portfolio of developing employer brand strategy, organizing and holding events
of various formats, creating educational products, internship programs, as well as special media
projects, communication campaigns, research, etc.