SOCIAL RESPONSIBILITY IN LABOUR RELATIONS: MODERN DETERMINANTS AND PROBLEMS IN EMPLOYMENT BRAND MANAGEMENT

Abstract

The current determinants of the assessment of the employer's brand by employees are investigated, taking into account the differences in the values ​​of generations and the importance of socially responsible initiatives of companies in labour relations. There are significant differences in the importance of the components of the employer brand in different countries as well as in the assessments of the generations. European countries are characterized by incomplete compliance of employers' value proposals with the interests of employees. In Ukraine labour market stakeholders’ assessments differ considering many of the value proposals offered by employers in terms of compliance with employees’ priorities. Thus, the dominant values ​​of employment are connected with material incentives, however, the importance of professional development (successful career), the content of work, a comfortable environment is also high. Employment guarantees and financial capability of the company are very important for Ukrainian employees regarding the stable employment prospective. An obvious trend in both the global and domestic labour markets is the change of values ​​in labour relations in the context of different generations. All generations of employees in Ukraine are united only by the dominant importance of material incentives for employment. Regarding other values, there are significant differences that should be taken into account by employers in planning CSR programs and the formation of value propositions. As for the youngest generation, which is actively entering the labour market today (Generation Z), it should be considered that the top 5 of their values includes the possibility of flexible employment. It can be concluded that the components of the employer's brand have different assessments by different generations of employees and do not always meet the current value propositions. However, in terms of growing competition in attracting talents, they should be the basis for further development of social responsibility of companies in labour relations in order to strengthen their competitive advantages.