The influence of the employer’s brand on the organization’s personnel management

the article examines the employer's brand in the human resource management system. In the current competitive labor market, the employer's brand is one of the most effective tools for attracting and retaining highly qualified specialists. Potential employees in search of work are increasingly paying attention not only to the salary level, but also to working conditions, career prospects, motivation system, and employee reviews. That is, employees consciously formulate their requirements to the employer. The authors conducted a survey of residents of the Saratov region in order to determine the perception of the employer's brand. The study applied the author's approach to analyzing the elements of an organization's branding as factors influencing the choice of a place of work for the population. The factors influencing the respondents' decision when choosing a job are analyzed. Based on the conducted research, it was revealed that the presence of a positive company branding is one of the important competitive advantages in the labor market. The scientific article will be of interest to employers, which will allow them to attract and retain highly qualified specialists.

HR-the employer's brand, human resources, market analysis, marketing research, recruitment, questionnaires