Improving of HR-brand in Organization

The purpose of improvement program is to increase perception of potential employees, current employees and the public about Ltd. “Alendvic” appealing as a great place to work. The improvement program is based on the attitudes of employees and their understanding of the work in the company, the company's values and values of employees. The significant feature of the proposed program is an attempt to solve the problem of attracting and efficient use of personnel, in order to maintain the company's competitiveness in the market. The research part of the work is devoted to the study of the loyalty and satisfaction of existing and potential employees, their value systems, attitudes to work and basic preferences in choosing a job. The sample size is 269 active employees and 238 potential employees. The work results are to analyze the problems of company's HR-brand management and creation of recommendations for the development of the company's external employer brand. The results of the study may be of use to the management of the organization in terms of costs reduction and improvement of the operational performance.