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Abstract

This study is relevant because the impact of the opening of offices of Ukrainian companies in the EU on the adaptation of their value proposition as an employer has not been investigated in the scientific community. There is no information about the migration of Ukrainians as a result of the russian-Ukrainian war and how it affected the market of Poland, Germany, and the Czech Republic. The purpose of the study is to suggest ways to adapt the employer brand to the requirements of the EU labour market. The study is based on the results of two audience surveys in Ukraine and EU countries in 2022. The number of respondents to the Ukrainian audience of candidates is 1,003 respondents. The EU respondents were recruiters and HR managers -253 companies with more than 1,000 employees each. Both forms used closed-ended questions. The analytical method was used to determine the main trends in the EU labour market, the graphical method was used to display the results of analysis, and expert assessments are used to evaluate the value proposition. As a result of the study, the main differences in the value proposition of Ukraine were identified: ensuring the smooth operation of the office in conditions of blackouts, the safety of the team during air alarms, support for the Armed Forces of Ukraine or internally displaced persons. For EU candidates, the requirements include a policy of equality for all colleagues and candidates. At the same time, a remote work format is a prerequisite for candidates for employment in the company. It is noted that the reputation and compliance with legal requirements should be covered in the company's social networks in order to build trust among the local population in the Ukrainian company. Ukrainian IT companies have increased their level of competition for talent in local markets due to the opening of new offices abroad. Instagram Facebook, LinkedIn, and Instagram are the top social networks for building an employer brand. The practical significance of the study is to adapt the value proposition of a Ukrainian employer to the market requirements of Poland, the Czech Republic, and Germany