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Organization`s HR-Brand as a Mechanism of Loyalty Building in the Hospitality Industry

Student: Antipina Anna

Supervisor: Marina Polosukhina

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Management (Bachelor)

Year of Graduation: 2018

At present, the problem of HR- brand development as a process of attracting highly qualified personnel remains rather acute and undeveloped in foreign and literary sources. Loyalty of staff is in a crisis is the main condition for the state, which will express respect for the employer and interest in the development of the company. The main problem faced by managers is an increase in the company's operating profitability. That is why, one of the options for resolving this issue is the formation of the employer's brand, which will entail increased staff loyalty. The purpose of this work is to develop recommendations for strengthening the relationship between the HR brand of the hotel "Прикамье" and the loyalty of the staff. The main research methods were used. Staff survey in the form of survey - to identify the nature of loyalty - a technique J. Meyer and H. Allen, to measure total loyalty profile by L.Terstoun used, as well as monitoring of the company's staff to identify problems and opportunities team (focus group). The recommendations presented in the third chapter are aimed at improving the employer brand and increasing staff loyalty.

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