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PROBLEMS OF MODERN ECONOMICS, N 2 (70), 2019
PROBLEMS OF MARKETING. LOGISTICS
Kuprik N. I.
PhD student, Chair of Marketing, St. Petersburg State University of Economics

Platform of employer’s brand as a tool to increase the value of the company’s non-material assets (Russia, St. Petersburg)
The article focuses on the formation of the platform of employer’s brand, which helps strengthen the company’s intellectual capital. The topical nature of the issue comes from the fact that by 2020 more than a half of the labor force will consist of people belonging to Y and Z generation, and the marketing landscape will significantly change. The present-day labor market is characterized through the struggle for employers with unique skills, since a strong team can create objects of intellectual property and unique business-processes faster, which increases non-material assets of the company.
Key words: employer's brand, brand platform, non-material assets, intellectual capital, intellectual property, labor market
Pages: 105 - 107



Литература
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