Correlation between HR-branding and Personnel Loyalty Management

Today in the conditions of economic crisis, the competition for high-quality and loyal employees is a natural phenomenon. Employers are aware of the fact that human resources remains one of the key factors of competitiveness of the company. This problem is particularly pronounced in the retail trade which is characterized by high turnover and therefore high costs for attracting new employees. That's why companies are concerned about retaining talented employees and increase their loyalty. One way to enhance employee loyalty is the development of the employer brand. The aim of the study is the search for power and the nature of the relationship of HR-brand and employee loyalty, as well as development of recommendations to strengthen their relationship. The research focuses on hypermarket "VIVAT" as part of the group "Norman-Vivat". The results can provide practical value for organizations as a starting point in research of loyalty of staff and strengthen their HR brand.