Communication as a Tool for Managing Internal HR Brand

The practice of using HR-branding in the management of a company is becoming more and more popular. Modern organizations are paying more attention to the processes of increasing attractiveness of the company, improving employee involvement and retaining high-quality work force. All of these processes lead to creation of a favorable image of the company, the strengthening of its positions on the labor market and the increase of competitiveness. Nevertheless, such results cannot be achieved without a well-established system of internal communications that can provide employees with information support at every stage of building and developing a strong HR-brand. So, this work is directed on studying communications as a tool for managing internal HR-brand. The main objective of the study is to develop a list of recommendations for improving internal communications in Perm Territory Union of Consumer Societies. This goal was achieved by solving a number of specific tasks and by using such methods as the analysis of secondary data, the interview and the survey. In the course of the study several problems were indentified in the organization’s activity. With the aim of solving these problems a list of recommendations was formulated and mechanisms for their implementation in the organization's activities were put forward. The proposed recommendations will help Perm Territory Union of Consumer Societies to improve the system of communication in the organization and use it as a tool for managing internal HR-brand.