CRITICALITY IN BRAND STRATEGIES OF INTERNATIONAL HR MARKETING

The article is dedicated to the study of the relevance and features of using creative marketing and branding approaches for building a strong international HR brand. The necessity of creativity in international HR branding is substantiated, emphasizing its role in conveying company values, attracting through non-traditional channels, personalizing experience, and achieving virality in the digital age. The connection between creative campaigns and the strengthening of the internal HR brand, increasing the engagement and retention of existing employees, is considered. An overview of the current state of the international labor market is presented, including employment trends, unemployment, and the impact of technological progress, particularly automation and artificial intelligence, on the employment structure and employee requirements. The essence of an international HR brand is revealed in detail, along with its significance for attracting and retaining talent, reducing recruitment costs, forming a unified global culture, and enhancing the overall company brand. The necessity of considering the specifics of local labor markets and adapting the HR brand to different cultural contexts is emphasized. Examples of successful international companies (Google, Microsoft, Apple, Amazon, BMW Group) with strong HR brands are provided, and the most common and effective creative marketing tools used to promote HR brands are described, such as visual content, storytelling, interactive and gamified approaches, creative social media campaigns, the use of niche platforms and influencers, personalized experience, and non-traditional communication channels. The main part of the article is devoted to a detailed description of the six stages of a strategy for building a strong HR brand: audit and analysis of the current situation (internal and external), definition and formulation of the EVP, development of the HR brand strategy (goals, audiences, messages, channels, content), implementation of the strategy (integration into HR processes, engagement of ambassadors, communication campaigns, optimization of online presence), monitoring and evaluation of effectiveness (KPIs, data collection, surveys), and adjustment and optimization of the strategy.