THE IMPACT OF EMPLOYER`S BRAND ON EMPLOYEE ATTRACTION AND EMPLOYEE RETENTION

The modern Russian labor market is facing significant challenges related to talent shortages and high employee turnover. With unemployment at record lows, employers are forced to find ways to attract and retain employees. A crucial aspect of this process is building a strong HR brand, encompassing both the internal and external image of the company as an employer. The internal HR brand aims to create a positive work environment, increase employee satisfaction and retention, while the external HR brand focuses on raising the company’s profile in the labor market and attracting new talent. Key criteria for a successful HR brand include corporate identity, company values and mission, low staff turnover, high employee loyalty and satisfaction, and effective internal communications. To successfully build an HR brand, it is necessary to actively work on its development, including regular monitoring of employee satisfaction, cultivating corporate culture, and disseminating PR-materials to promote the employer brand. Ultimately, a strong HR-brand contributes to increasing the company’s competitiveness in the labor market and enhancing its reputation as an employer..