LOYALTY OF YOUNG PROFESSIONALS AS A SUCCESS FACTOR FOR AN ORGANIZATION’S HR BRAND

The article substantiates the substantive aspect of the concept of “loyalty of the staff of an organization”, identifies and systematizes the factors influencing the level of staff loyalty, their degree of importance and significance, and suggests ways to develop an HR brand in organizations of the railway industry. The analysis of the practice of forming staff loyalty is carried out, the results of a sociological study of the loyalty of young professionals in conjunction with the HR brand of the organization are analyzed.