Functioning of HR slogans of real sector companies in media communication

currently, effective communication with job seekers in the context of the digital media environment is becoming a strategic tool for the development of organizations. The article presents the results of a study of HR slogans used by companies in the real sector of the Russian economy to build an employer brand. The relevance of the topic is due to the increasing competition for qualified personnel against the background of low unemployment and personnel shortages in key industries. Slogans are considered as tools of strategic communication in the digital media environment that can convey the values and mission of the company. As part of the study, a corpus of 100 slogans from official websites and career pages of companies was collected. Using the methods of conceptual and discourse analysis, the author highlights key concepts (team, development, future, people, stability), reveals communication strategies (cooperation, self-representation, leadership) and stylistic techniques aimed at increasing memorability and emotional impact. It is shown how the combination of brevity, imagery and metaphorical connection with the industry enhances the effectiveness of HR communications. It is concluded that HR slogans are not only a means of attracting employees, but also a tool for expressing corporate identity, reflecting the values, goals and specifics of the company's activities.

HR text, HR discourse, HR brand, slogan, concept