REPRESENTATION OF POTENTIAL EMPLOYEES ABOUT A MEDICAL ORGANIZATION AS AN ATTRACTIVE EMPLOYER

In the context of the worldwide acute shortage of qualified personnel in healthcare organizations, one of the most relevant tools for attracting talented doctors to work is an employer brand. The authors analyzed the views of potential job seekers of a medical organization about an attractive, “ideal” employer. Basic research methods are a content analysis of scientific works and an online survey. Based on the content analysis of publications of two abstract databases - eLIBRARY and Web of Science, the work presents the dynamics of the authors’ activity over the past five years, the key focus of the work, and the representation of an employer brand in medical organizations. The analysis reveals that among the abundance and against the background of positive trends in the number of works, only four papers on the employer brand deals with the study of the context in health care organizations, which does not allow judging the disclosure of this topic and offers opportunities for further scientific research. The authors identified the main components of the concept of an employer brand followed by the world scientific community - the presence of a positive image; the set of benefits associated with working in a particular company; and a holistic employer image. These elements formed the basis of the survey. One hundred twenty-nine respondents took part in the empirical part of the study. The study results reflect key factors of the attractiveness of a medical organization as an employer - reputation, personnel care, the existence of a strong leader, competitive salary, possibility of development, and human relations. The paper presents the ideal employer characteristics, according to the respondents, stated in the authors’ concept.

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