The Role of Organizational Culture in the Development of an HR Brand

Today, the HR brand is an effective tool for attracting and retaining employees of an enterprise. Organizational culture, penetrating into all aspects of the company's life, becomes an integral part of the HR brand. This work highlights the relationship between the organizational culture and the HR brand of the enterprise. The first part of the paper reveals the concepts of HR-brand and organizational culture, describes theoretical and methodological approaches to the study of the role of organizational culture in the formation of HR-brand. In addition, studying Russian and foreign sources, analyzed HR-brand models. The practical part of the work represents the formation of a new model, revealing the role of organizational culture in the formation of HR-brand. An assessment methodology was created to determine the type of HR-brand depending on the characteristics of organizational culture in order to manage the developed model. In the third part, the HR brand of Tetra Trans LLC and its organizational culture were analyzed in accordance with the developed research tools. After the diagnosis, recommendations were given on the development of the HR brand of Tetra Trans LLC.