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Fedulova I., Dzhulaj M. Ekonomichni naslidky pandemii' COVID-19 dlja pidpryjemstv Ukrai'ny. Visnyk Kyi'vs'kogo nacional'nogo torgovel'no-ekonomichnogo universytetu. 2020. № 4. S. 74-91.

DOI:  http://doi.org/10.31617/visnik.knute.2020(132)06

UDC 658:616-036.21

Doctor of Economics, Professor of the Department of Management
Kyiv National University of Trade and Economics
19, Kioto str., Kyiv, 02156, Ukraine

E-mail:  Ця електронна адреса захищена від спам-ботів. вам потрібно увімкнути JavaScript, щоб побачити її.
ORCID: 0000-0002-8802-137X

DZHULAI Maryna, 
co-founder of educational space UGEN
49H, Dehtiarivska str., Kyiv, 03113, Ukraine

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BackgroundDuring the COVID-19 pandemic, companies face the challenge of pre­venting declining business activity, financial stability and maintaining employment.
Analysis of recent research and publications. The problems of economic recovery after the pandemic and the practice of supporting the employer’s brand, aimed at main­taining and supporting staff are actively discussed inthe articles. The pandemic and the associated economic crisis must lead to changes in the structure of the economy, which will be more prepared for natural shocks.
The aim of the article is to identify the main risks of Ukrainian producers from the introduction of quarantine measures in accordance with the COVID-19 pandemic, prio­rities of economic activities to restore Ukraine’s economy, as well as best practices aimed at supporting the employer’s internal brand by companies in various fields.
Materials and methods. Theindicators of the analysis of the state of economic development in Ukraine, the results of a survey of 99 Ukrainian companies on the treat­ment of personnel in May 2020 in connection with the pandemic of COVID-19were the research materials. A wide range of methods of statistical and qualitative analysis, syn­thesis of scientific information hasbeenused.
Results. The proposed approach to the prioritization of Ukraine’s branches of eco­nomicsis based on determining their contribution to GDP, the total number of employees and gross profit per employee. Itallows them to determine collectively their contribution to overcoming the recession caused by the pandemic. According to this structuring, it is possible to restore gradually certain types of economic activity and their state support. The analysis alsohas elicitedchanges in the strategy of building internal and external brands by certain companies as employers: giving online lectures to support the mental health of employees, continuing corporate training, the introduction of virus protection; single online fitness and yoga; to support the external brand among students due to the suspension of recruitment, companies are implementing online training projects to raise awareness as an employer.
Conclusion. The study showed that some companies, even in quarantine, spent time and resources to support their employees and took some steps to overcome the anxiety of general instability: the threat of contracting the COVID-19 virus and the financial crisis. Another important job of recruitment agencies is to work with students as prospective employees to give them confidence in future employment and the opportunity to do an online internship.
Keywords: pandemic, risks, economic development, internal brand of the employer, external brand of the employer.


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