Approaches to Understanding and Definition of the Employer Brand Notion

The goal of the article lies in the study of existing approaches to definition of the "employer brand" notion and formation of the author's complex approach to definition of this notion. The article analyses and generalises approaches of many foreign and domestic scientists to definition of the employer brand notion. This analysis allows formation of a rather complete understanding of the "employer brand" notion, which is relatively new for Ukrainian scientific and business environment. The author marked out employer image, employer brand and employer reputation among basic notions that characterise opinion of a specialist about a company. In the result of the study the author offers a schematic picture of formation of these categories of opinions of specialists about an employer - from complete lack of information about the employer to a wish to recommend the employer as an attractive place of work. The author offers to differentiate employer image, brand and reputation and use them in a complex. The author gives own definitions of these notions. The article offers to conduct further development of this topic in the direction of study of factors of employer attractiveness and internal company instruments of formation of the employer brand.