Attractiveness of the Internal Employer Brand (Case Study of FMCG)

The internal employer brand aims to develop, motivate and retain current employees by increasing their commitment, loyalty and involvement in the company. This study is devoted to the assessment of the attractiveness of the internal brand of the employer for the key position of company «X» and the elaboration of recommendations for its improvement. The research includes theoretical, methodological, and practical tasks that allow answering two research questions and ten sub-questions: 1) How does the company «X» work with the key position - trade representatives? 2) What are the attractions for the key employees - Trade Representatives of Company «X»? A mixed design of the study, that is, qualitative and quantitative methods, was used to answer the questions. Qualitative methods included the collection of data - publications on career pages in the company’s social networks about trade representatives, interviews with experts of company «X». Apart from this, quantitative data were collected based on the analysis of feedback from trade representatives about the company «X» in open sources: O rabote, NeoRabot, OTRUDE, Indeed, TipWorker, ReTWORK. The result of this investigation is a description of the work with trade representatives and identification of factors of attraction for them of work in the company «X». Furthermore, recommendations were developed for the improvement of the internal brand of the employer for trade representatives of the FMCG company «X».