The employer’s value proposal in the people-oriented management system

An analysis of research in recent years indicates that the interpretation of the concept of “employer value proposition” is most often associated by the authors with the marketing components of the employer brand and the problems of attracting new employees. The existing restrictive interpretation of the employer’s value proposition becomes a prerequisite for its fragmented application in the practice of personnel management of organizations and enterprises, as well as a barrier in the process of transition to a human-oriented management paradigm. In our opinion, the interpretation of the employer’s value proposition can be expanded based on the application of the theory of value-motivational meanings of activity. This will allow us to consider the employer’s value proposition in a broader context, not only as a marketing technology, but also as a component of the model of value-semantic support for the enterprise’s HR management activities.