HR-BRAND MANAGEMENT STRATEGIES IN THE CONTEXT OF THE COMPANY’S MARKETING ORIENTATION

In conditions of high competition in the labor market, enterprises are forced to search for new forms, methods and technologies of human resource management. Marketing and strategic aspects in enterprise management in general and in the field of HR management, in particular, are currently relevant. At the same time, an important role is assigned to the formation and development of the employer’s brand, as well as the informed choice of an appropriate management strategy. The implementation of an effective HR brand management strategy will contribute to: ensuring competitive advantages in the labor market, improving the company’s image and recognition; attracting and retaining talent; hiring candidates who share the company’s values and culture; and building high HR potential and staff loyalty. The article presents the author’s interpretation of the concept of “HR brand management strategy of an enterprise”. The criteria for choosing an HR brand management strategy from the perspective of marketing and systemic approaches have been clarified. The author’s methodology for substantiating the HR brand management strategy in the context of the marketing orientation of the enterprise is proposed. The characteristics of HR brand management strategies are presented.