Development of the Company's HR Brand

In modern realities, employers are increasingly faced with the problem of high competition in the labor market. A unique HR brand helps companies compete for the best talent. The work reveals the essence of the concept of employer brand and defines the criteria for choosing a company for candidates. Existing HR brand models and formation algorithms are analyzed, advantages and disadvantages are highlighted. The essence of the concept of a value proposition and its components is described. A model has been developed for analyzing the current employer brand, which consists of indicators, metrics, parameters and a 12-point rating scale. A step-by-step algorithm for forming an HR brand has been developed. In the theoretical part, using the model, an analysis of the current HR brand of the company “Modern Engineering Systems” LLC was carried out, recommendations for formation and development were formulated.