The attractiveness of trade enterprises in the labor market

Abstract

Students are an attractive segment on the labor market, as young people learn quickly, have the skills to work with modern information technologies, are inclined to support and develop corporate culture, etc. The aim of the article is to determine the level of attractiveness of trade enterprises from students’ opinion, taking into account modern trends in the development of the labor market. The hypo­thetical assumption is that trade enterprises do not differ significantly in terms of their attract­tiveness for students when they choose a place of work or internship. The conducted research of modern trends in the development of the Ukrainian labor market showed that significant changes took place during the war, in particular, the number of vacancies decreased by 25 times. Enterprises, for their part, tried first of all to keep the existing staff and were looking for new opportunities for successful operation. There has been a mass migration of the population to safe places, currently about 20% of the population of Ukraine is abroad. Preservation of the working population in Ukraine is an important task of the state and business. The number of vacancies in the field of trade increased by 67% in 8 months of 2023, stabilization took place in the field of trade on the labor market in August according to the R-Index. The students’ perception of the enterprises attractiveness for work and internship was studied. For this, the survey was conducted among students (1341 respondents) with and without work experience. To analyze the results of the survey, the following methods were used: mathematical expectation, root mean square deviation and coefficient of variation of the expert evaluation results. Enterprises were rated according to their attractiveness for work and internships in the field of trade. Among the 9 leading enterprises, according to the survey results, Rozetka, Fozzy Group and Comfy were identified as the most attractive. The conducted research will make it possible to identify the best practices of employer brand management, and will help enterprises to take into account the expectations of their target audience.