How to Communicate Employer Brand to Secure Profitable Future. Developing external communication strategy for attracting potential employees

      Аннотация: This study is providing HR and Communications professionals with clear global guidelines on external EVP communication. The study includes contemporary literature review on Employer Branding with a particular focus on Employer Branding Communication issues. It also contains the results on-line survey on Employer Brand attributes among current newly appointed employees in Finland, Germany, Uruguay and China. The author proposes hypothesis on messages and channels to communicate EVP for different employees groups. The study has proved that there are differences in the importance of communication channels and in the attributes’ perception among various employees groups. Based on these differences a communication strategy was proposed. The study was done for UPM – The Biofore Company – www.upm.com, although its results can be applicable to any modern industrial company operating globally.

Ключевые слова: Communications, Employees, Employer Brand, Segmentation