EVALUATION OF THE COMPANY’S IMAGE AS AN EMPLOYER IN THE LABOR MARKET ON THE EXAMPLE OF PJSC ROSTELECOM
The article explores the practical direction of image formation, in this case, using the example of the Public Joint Stock Company Rostelecom. The company image includes 5 images (the image of the company, the public, the board of directors, employees, business partners, customers, shareholders) and the highest score is “five”, then the total image of the company should be thirty points. The company’s image in the market with 21,7 points out of thirty points shows a negative effect. The image in the eyes of business partners is the main thing that is important for managers, because it affects delivery, extending payment for goods provided, receiving benefits, etc. The image in the eyes of customers is in second place, as companies focus on the client, offering consumers the best ratio of “value - quality” of the goods. Directly highly qualified, stimulated employees take part in shaping the image of the company. This indicator of the company’s image is imperfect, but not negative. The company plans to expand its sales line, increase its image in the markets to ensure the trust of customers and partners. A positive image of the company in the markets will help to attract foreign investors in order to realize the plans of the company, for this the image of the company in the markets needs to be improved. The image of the company was not created randomly. According to managers, the image is the provision of high-quality goods and timely and conscientious service. But in the company in question, image creation is an uncontrollable process, but in the company the components of the external and internal image use ways of creating an image in the markets.