Improving the Employer Brand Promotion Strategy of the Bonduelle Company

The final qualification work is devoted to the research and development of recommendations for improving the brand promotion strategy of the employer of Bonduelle. In the conditions of the modern labor market, characterized by a high level of personnel shortage, the formation and maintenance of an attractive image of an employer becomes critically important for the successful functioning of companies. The purpose of the work is to form recommendations for improving the brand strategy of the Bonduelle employer, aimed at attracting and retaining qualified employees, reducing staff turnover and increasing staff loyalty. The first chapter of the work examines the theoretical aspects of the employer's brand, including its essence, structure and evaluation tools. The basic concepts and definitions proposed by leading experts in the field of HR branding are investigated, as well as the specific features of the employer's brand promotion in the agricultural industry are analyzed. The second chapter analyzes the current state of the Bonduelle employer brand. The socio-economic characteristics of the company are presented, a critical analysis of the current brand strategy of the employer is carried out based on internal audit data and external research. The strengths and weaknesses of the existing strategy have been identified, as well as key areas for its improvement. The third chapter contains practical recommendations for improving the brand strategy of Bonduelle's employer. Specific measures have been developed to improve the internal and external HR brand, including improving working conditions, developing corporate culture, introducing new communication methods and increasing brand awareness among the target audience. The predicted effectiveness of the proposed measures, including the expected reduction in staff turnover and an increase in employee satisfaction, was assessed. The research methodology includes a critical review of the literature, qualitative research in the form of structured interviews with company executives and HR director, as well as quantitative employee surveys. Such an integrated approach allows you to get a comprehensive understanding of the current state of the employer's brand and develop sound recommendations for its improvement. The work concludes with conclusions and suggestions for further research and practical implementation of the recommendations. It is expected that the implementation of the proposed measures will allow Bonduelle to strengthen its position in the labor market, increase its attractiveness to potential employees and improve the retention of current employees. Thus, the conducted research and developed recommendations on improving the brand strategy of the employer of Bonduelle company can become the basis for increasing its competitiveness and sustainable development in the long term.