HR-brand Formation

Because of the increasing level of competition on the market it becomes important for companies to use their competitive advantage, to orient their internal and external marketing policies for the future, to the needs and expectations of the target audience. Formation of a strong employer brand is becoming one of the priorities of the most organizations. This work is focused on the formation of the internal HR-brand of the company Nestle Russia LLC. In the conducted study the focus group method was used to collect primary information. For the analysis of secondary data there was used traditional (classical) analysis, both internal and external as well as conceptualization of the collected primary data. The research conducted in this organization made it possible to identify the reasons and substantiation for the level of employee satisfaction, the needs and expectations of workers employed by the enterprise, and the company's strengths. Thus, in accordance with the results of the study, recommendations and the action plan for the formation of a strong internal employer brand have been developed. The use of projected actions in practice will improve the social and physical working conditions of the company, accordingly the level increase of employee satisfaction will lead to the efficiency growth of the enterprise.