HR Brand Management of the Enterprise

Student: Demin Il`ya

Faculty: Faculty of Economics

Educational Programme: Business Development Management (Master)

Year of Graduation: 2024

The relevance of the research is determined by the importance of employer brand for attracting and retaining highly qualified personnel, which is a key factor of organizations' competitiveness in the labor market. The aim of the thesis is to develop recommendations for improving the HR-brand of PNPPK PJSC. The object of the research is the HR-brand of PJSC PNPPK, the subject is the methods and tools of its assessment and improvement. The scientific novelty of the research lies in the development of methodological recommendations to improve HR-brand based on the analysis of the obtained practical data. The thesis describes the theoretical basis of the employer brand, modern approaches, methods and tools of HR-brand assessment. On the example of PJSC “PNPPK” the practical research was conducted on the basis of which the recommendations for improving the employer's brand, contributing to the increase of the Company's attractiveness in the labor market, were developed.

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