Формування HR-бренду підприємства в системі якості трудового життя
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2026
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У статті обґрунтовано роль HR-бренду як інструменту стратегічного управління персоналом підприємства. Аргументовано спрямованість HR-бренду підприємства на підвищення рівня задоволеності персоналу за допомогою системи факторів якості трудового життя. Викладено результати дослідження задоволеності працівників підприємства факторами якості трудового життя на прикладі ТОВ «ЛІТМА». Встановлено пріоритетність факторів якості трудового життя у розрізі категорій персоналу, особливостей сприйняття у жінок і чоловіків підприємства. Здійснено SWOT-аналіз в діяльності HR маркетингу на ТОВ «ЛІТМА», який дозволив діагностувати наявні проблеми в управлінні персоналом. Обґрунтовано можливість отримання переваг для працівників і роботодавців при формуванні позитивного HR-бренду підприємства. Запропоновано рекомендації щодо напрямів реалізації HR маркетингу на підприємстві, які дозволять покращити показників якості трудового життя, збільшити рівень задоволеності роботою та підвищити мотивацію до праці персоналу.
The article substantiates the role of the HR brand as a tool for strategic personnel management of the enterprise. The focus of the HR brand of the enterprise on increasing the level of staff satisfaction using the system of factors of quality of working life is argued. The purpose of the article is the theoretical and methodological justification of the formation of the HR brand of the enterprise in the system of factors of quality of working life using the example of LLC "LITMA". The results of the study of the satisfaction of employees of the enterprise with factors of quality of working life using the example of LLC "LITMA" are presented. The priority of the analyzed factors in terms of personnel categories, the peculiarities of perception by women and men of the enterprise is established. A SWOT analysis of the activities of HR marketing at LLC "LITMA" was carried out, which allowed to diagnose existing problems in personnel management, assess internal resources and the external environment. As a result of the study, staff turnover at the enterprise was revealed. The dynamics of the average number of employees and the payroll in recent years was analyzed. The possibility of obtaining benefits for employees and employers in the formation of a positive HR brand of the enterprise is substantiated. It is proven that the economic benefits of increasing staff satisfaction should stimulate the employer to implement measures to improve working conditions and improve the quality of working life. Recommendations are offered on the areas of HR marketing implementation at the enterprise, which will improve the quality of working life indicators, increase the level of job satisfaction and increase the motivation of staff to work. It is schematically shown that staff satisfaction is one of the most important factors in the formation of the HR brand of the enterprise, increasing labor productivity and improving the quality of products. The need to focus modern personnel policy on those areas of activity that will increase the quality of working life and staff satisfaction, which will positively affect staff loyalty and the formation of a sustainable HR brand of the enterprise, is argued.
The article substantiates the role of the HR brand as a tool for strategic personnel management of the enterprise. The focus of the HR brand of the enterprise on increasing the level of staff satisfaction using the system of factors of quality of working life is argued. The purpose of the article is the theoretical and methodological justification of the formation of the HR brand of the enterprise in the system of factors of quality of working life using the example of LLC "LITMA". The results of the study of the satisfaction of employees of the enterprise with factors of quality of working life using the example of LLC "LITMA" are presented. The priority of the analyzed factors in terms of personnel categories, the peculiarities of perception by women and men of the enterprise is established. A SWOT analysis of the activities of HR marketing at LLC "LITMA" was carried out, which allowed to diagnose existing problems in personnel management, assess internal resources and the external environment. As a result of the study, staff turnover at the enterprise was revealed. The dynamics of the average number of employees and the payroll in recent years was analyzed. The possibility of obtaining benefits for employees and employers in the formation of a positive HR brand of the enterprise is substantiated. It is proven that the economic benefits of increasing staff satisfaction should stimulate the employer to implement measures to improve working conditions and improve the quality of working life. Recommendations are offered on the areas of HR marketing implementation at the enterprise, which will improve the quality of working life indicators, increase the level of job satisfaction and increase the motivation of staff to work. It is schematically shown that staff satisfaction is one of the most important factors in the formation of the HR brand of the enterprise, increasing labor productivity and improving the quality of products. The need to focus modern personnel policy on those areas of activity that will increase the quality of working life and staff satisfaction, which will positively affect staff loyalty and the formation of a sustainable HR brand of the enterprise, is argued.
Опис
Ключові слова
HR-бренд, якість трудового життя, персонал, підприємство, система, задоволеність персоналу, HR brand, quality of work life, personnel, enterprise, system, staff satisfaction
Бібліографічний опис
Решміділова С.Л. Формування HR-бренду підприємства в системі якості трудового життя. Бізнес-навігатор. №1 (84). 2026. С. 337-343. URL: https://business-navigator.ks.ua/2026/84-2026