The Creation of HR-Brand for a Chain of Fitness Clubs

According to the last tendencies in the labor market, such as high competition between employers, attention to the reputation of the employer, it is critical to develop a positive image of the employer or employer brand. Employer brand, or HR-brand, is generated from the material and non-material advantages proposed by the company, and, also, the main differences of the employer comparing with the competitors. Fitness industry is characterized by high level of growth in Russia, particularly in Saint-Petersburg. Therefore, it is high interesting to review and analyze how companies, which represent fitness industry, apply the elements of HR-branding. In the present paper the largest chain of Fitness clubs in Saint-Petersburg and Leningrad Oblast, which is called Fitness House, was reviewed. The goal of the present paper is to determine the key elements of the brand of the employer of Fitness House Company. In order to achieve the main goal of the present research key goals were set: 1) To analyze different approaches to the definition of «Employer brand» and «HR-brand»; 2) To identify the elements of the employer brand according to the academic and practical researches; 3) To determine the modern trends in the development of the employer brand in the world, and, particularly, in Russia; 4) To conduct the qualitative research in order to identify the main components of the HR-brand of the Fitness House Company; 5) To formulate the Employer Value Proposition for the employer and design the project for creating the HR-brand for the company. As a methodology for the present research the method of focus groups, series of semi-structured interviews and expert interview were used. The present paper has the practical value: on the basis of the results of research, the formulations of the Employer Value Proposition for different target audiences were suggested; moreover, the project of creation the HR-brand for the Fitness House Company was designed.