Development of an Internal HR Brand for Personnel Retention

Staff turnover is a prevalent issue that many companies face and management teams struggle to address. The implications of staff turnover can often be detrimental and the process of recruiting new employees involves financial and time investment. The development of an internal HR – brand can address this issue and help to retain staff within the organization. To address this issue, a study was undertaken at «GasEnergoServis» company. This involved an analysis of relevant documentation, interviews with senior management and former employees, a survey of staff and correlation analysis. The study was conducted based on established model of the company`s internal HR – brand, which includes the essential components of EVP, staff satisfaction, engagement and loyalty. As a result of the research, the main issues that do not meet the needs of the company`s staff were identified. Based on these finding, the developed recommendations focused on addressing these issues by developing an internal HR – brand to retain employees.