HR-brand: features of formation and development

Relevance . The development of HR management stems from the need for organizations to attract and retain highly qualified employees in the competitive environment of the modern labor market. HR branding is a strategy based on the formation and support of a positive image of the company in the eyes of employees, as well as the company's commitment to the principles and values that bind employees and the organization. Positive evaluations of the organization's employees and their recommendations can attract new specialists and strengthen the company's reputation as a reliable and attractive employer. The purpose of the article is to study a special category of reputation and perception of the company – the HR brand. Objectives : to study the conditions for building an HR brand, its structure and key elements; to consider the history of the origin of the idea of HR branding; to assess the interest in creating a special reputation in the field of human resource management; to justify why it is impossible to build an EVP (employer's value proposition) without HR branding. Methodology . In the course of scientific research, empirical, theoretical, statistical methods and methods of graphical representation were used. Results : the theoretical aspects of building a company's HR brand were studied; the popularity of this topic in science and business was shown. A set of knowledge about the features of HR branding in the Russian and foreign markets has been formed and the prospects for the development of this area are shown. It shows why it is important to work on an HR brand and how to start forming a positive image of the company, its reputation and prestige. Conclusions . The article emphasizes the relevance and importance of the topic under consideration, taking into account the latest trends, prerequisites and prospects for new companies. The possibilities that open up for an employer when forming an original and popular HR brand are considered.