HR-Brand Perception Features by Workers with Different Social Identity Characteristics

In this paper we discuss the HR-Brand perception features by workers with different social identity characteristics; the main aim is to identify these features. During the work we made the HR-brand concept, its structure and elements socio-psychological analysis, applied and refined methods of HR-brand perception studying. The study involved 131 respondents who were divided into groups with basic and business social identity characteristics upon cognitive and value-motivational component and highlighted the main parameters of HR-brand perception, which are: "characteristics of the company," "social trust", "compensation & benefits" and "professional development opportunities"; the study also revealed similarities in perception of such parameters as "characteristics of the company", "compensation & benefits" and "professional development opportunities" of employees with different characteristics of social identity; a significant difference of "social trust" perception parameter was found out as well: it is more important for people with basic social identity characteristics. The paper consists of two chapters of theoretical review and one chapter of empirical study. Detailed results of the study are presented in Chapter 3. The practical significance of the work lies in the possibility of creating special measures for the HR-brand development and management in terms of interaction and impacting on employees with different social identity characteristics in order to build the most effective model of communication.