Employer brand management: methodological aspects

The paper aims to develop applied aspects of the methodological support a reasonable selection company responsible for formation and promotion employer brand using tools multicriteria analysis evaluation functionality outsourcing companies based on criteria that determine their competitive advantage. Consequently, need attract external resources manage has been substantiated. authors schematized decision-making process companies. system implementation such choice, which includes requirements both future project: rate successful previous projects, customer satisfaction, experience work in Ukraine, average cost project development services, duration, comprehensiveness developed recommendations promotion, flexibility, complexity level implementation, monthly expenditures during period formed. Moreover, systematizes main metrics companies' projects include: range services attracting, selecting, retaining, developing evaluating staff; competitor analysis, HR-advertising, HR-marketing, systems search engine management, leadership programs, adaptation programs; differentiation those organizational distinguish as an from nearest competitors separation advantages customer, values emotional component brand; its unique identification – corporate style, book, etc.; key branding metrics: Employer Value Proposition (EVP), Brand Personality, Positioning; insight - deep understanding relationship between target audience, positioning repositioning labour market. company's direct is proposed be optimization, particularly analytical hierarchy methods (Saati, T.) weight coefficients VIKOR construct resulting indicator. Thus, method application result make justified ratings companies, will allow choose best alternatives market services.