Formation and improvement of the company HR-brand.

Abstract

In the qualification (master’s) work the formation and development of the internal and external brand of the employer is studied. The concepts of «company brand as employers» and «company image as employers» are analyzed. The types, goals and tools of HR-branding are also highlighted. An analysis of the state of the employer’s brand in the organization and ways to improve it.
The first section is devoted to the presentation of the theoretical foundations of the concept of HR-brand, highlighting the basic principles of brand formation of the employer and its types. The second section studies the organizational structure and composition, evaluates and analyzes personnel in the human resources management system. The third section uses the analysis to identify ways to improve the HR brand, recommendations for promoting the internal and external brand of the employer.