Employer Branding as a Strategic Asset: Ameriabank Presents Its Experience at the First-Ever Specialized Conference in Yerevan

YEREVAN, February 6. /ARKA/. Representatives from companies responsible for business, HR, and marketing discussed employer brand management issues in Yerevan at the international conference HR Marketing Employer Branding.

Sergey Usnunts, founder of the organizing company, Skill Event Marketing, and chief producer of Career City Fest, told ARKA news agency that this is the first time a specialized conference on this topic has been held in Armenia, but plans include organizing a larger event next year.

The conference's goals include studying the development of an employer brand and its transformation into a strategic business asset. The conference featured real-world experiences from organizations, speakers from Armenia and abroad, and panel discussions.

The Subtleties of Employer Brand Management

Usnunts noted that a manager's brand, as a discipline, does not belong to just one discipline—HR, PR, or marketing.

"This is an interdisciplinary phenomenon, and managing it from a single point is impossible, as it leads to conflicts of interest," he said.

Usnunts explained that employer branding is what people say about a company outside of its borders, emphasizing that there are companies in Armenia that manage their employer brand very professionally, almost on par with similar companies in Europe, the US, and the East. However, he noted that such companies are few.

Usnunts believes that, in addition to understanding the importance of employer brand management, a company must mature to this stage – first, it must create and sell a product, begin generating revenue, pay taxes and salaries, overcome the competitive phase, and establish a commercial brand.

"An employer brand is needed to attract and retain experienced employees on favorable terms," ​​he emphasized.

Usnunts cited Ameriabank as an example of a successful employer branding case, noting that the company is making significant efforts in this direction. "There are 20-30 companies that are always at the epicenter, and Ameriabank is one of them," he added.

Ameriabank's Experience

"Building an employer brand is a very interesting and complex process, and Ameriabank has created a very successful example throughout its history," Anna Vardanyants, head of Ameriabank's Human Resources Department, told ARKA.

According to her, organizational culture, management engagement, relationships, and the experiences employees experience within the organization are crucial in this process.

"For Ameriabank, it has always been important for the brand to speak from the inside out, and over the years, we have consistently and systematically implemented measures to improve quality of life, shape new trends, and capture new successes," she said.

In her presentation, Vardanyan spoke of employer branding as a strategic asset, as it is crucial for both the proper targeting of candidates and segments, as well as for management engagement, maintaining, ensuring, and strengthening the culture and creating this experience for employees.

Noting that building an employer brand is a continuous process, the head of Ameriabank's Human Resources Department emphasized that management engagement is key.

"Management engagement is also important because all trends today indicate that trends speak through people. You look to leaders, trust them, and join an organization to work with leaders. You can build a great brand strategy, but if employees say otherwise, your experience will actually be much worse," she said.

Vardanyyan noted that this conference is important for promoting the topic of employer branding, creating a professional environment, and regularly sharing experiences among specialists. About Skill Event Marketing

Skill Event Marketing has been operating in the market for 10 years, partnering with over 300 organizations and hosting over 600 events, including the annual Career City Fest, which will be held for the fifth time this April.

About Ameriabank

Ameriabank is a leading financial technology institution in Armenia and plays a vital role in the country's economy. As part of its digital transformation strategy, the Bank introduces and continuously improves unique products, services, and innovative platforms designed to meet the financial and non-financial needs of its clients.

As a dynamically developing fintech environment, Ameriabank offers comprehensive solutions to improve quality of life.

The Bank is supervised by the Central Bank of Armenia.-0-

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