Development of the Company's HR brand

The master's thesis is devoted to making recommendations to employer brand development. The study was conducted on the example of the West Medica company, a manufacturer and supplier of laboratory equipment and software. The goal is to attract talented professionals in the field of IT. During the study, the research approaches to employer branding were analyzed, an employer brand definition was formulated, a new concept model for evaluation of the company’s employer brand was developed. Through the brand audit, its competitive advantages were specified and there was provided an update to the employer value proposition. The scientific originality is brought by creating a new concept model for employer brand assessment. The results of the audit allowed to make recommendations to employer brand development. The relevance of the study is dictated by the growing competition between companies in the labour market in the war for talented specialists.