HR-Brand of IT-Company Like Factor of Personal Loyalty

This thesis presents a theoretical analysis of the HR-brand phenomenon and, in particular, the process of building an effective HR brand for an IT-company and its role in increasing staff loyalty. The aim of this work is the development of HR-brand of the IT-company based on the psychological characteristics of key staff and assessment of its role in increasing staff loyalty. In the Chapter 1 is devoted to the problem of staff loyalty: examines the main approaches to understanding loyalty, its structure and role in the efficiency of the company. In the Chapter 2 an overview of the concept of HR brand. Theoretical analysis of this phenomenon, and also step by step explains the process of its formation. The Chapter 3 emphasis the psychological characteristics of the IT-professional. In particular discusses motivational-personality, cognitive, and communicative features. The Chapter 4 develops a model of HR-brand, built on the basis of the psychological characteristics of IT-professionals. The Chapter 5 describes the study deals with the evaluation of the developed model HR brand through the study of its impact on the loyalty of the staff IT-companies in different occupational groups. The practical significance of this work is to solve the tasks set by the company: employment of target group employees and their retention without additional financial incentives. The work presented on 127 pages. The work contains 4 appendices, 25 tables, 14 graphs and 53 of the source literature.