Practical tools for improving the employer brand of construction enterprises under staff shortages and global challenges

Abstract

Under conditions of staff shortages, wartime risks, labour migration and growing competition for skilled workers, the employer brand becomes a strategically important tool for construction enterprises, as it directly affects personnel attraction, retention, motivation and development. Purpose. The article aims to substantiate practical tools for improving the employer brand of construction enterprises in the context of staff shortages and global challenges, taking into account the specific features of the construction industry and the need to strengthen workforce resilience. Methods. The study applies a systems approach, content analysis of scholarly sources, structural and functional generalization, comparative analysis, logical and economic modelling, and empirical systematization of open data. The empirical basis includes the official survey of the Ministry of Economy of Ukraine on employers’ staffing needs, the European Labour Authority report on labour shortages in Europe, the IREX/EasyBusiness construction sector profile, and recent studies on employer branding, employer value proposition, staffing, personnel development and corporate social responsibility. Results. The key staffing challenges of construction enterprises were summarized, including shortages of skilled workers and engineering personnel, migration, seasonality, project-based employment, high occupational safety requirements, and the need for onboarding, mentoring, professional training and digital employer promotion. A contour-based instrumental approach to improving the employer brand was proposed. It includes diagnostics of staffing problems, formation of the employer value proposition, development of internal HR tools, external employer brand promotion, cooperation with educational institutions, a social and safety-oriented contour, performance monitoring and further adjustment of HR branding instruments. Conclusions. It was established that employer branding in construction enterprises should not be interpreted merely as a communication or marketing activity, but as a managerial and economic mechanism for strengthening human resource potential. The implementation of the proposed tools can help reduce staff turnover, shorten vacancy closing periods, increase employer attractiveness, develop a personnel reserve and enhance the competitiveness of construction enterprises in the labour market.