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

The relevance of research. The high level of staff loyalty of the organization reduces staff turnover, increases the productivity of the organization. The idea of forming the HR brand as a mechanism to increase the staff is an actual topic of the research. Problem statement. HR-brand, in comparison with other mechanisms and tools to increase the level of staff loyalty, has more coverage, taking into account not only the internal, but also the external component of the organization. Solution. The study was conducted for the bar «Дом Культуры». Data collection took place in two stages: conducting in-depth interviews and survey. In-depth interview with the deputy director of the organization, a survey for the current, retired and potential employees. The data obtained allowed two analyzes: qualitative analysis and correlation analysis. Results. Based on the results of the analysis, the relationship between the HR brand of the organization and the loyalty of employees was revealed, which makes it possible to assert that the employer's brand can serve as a mechanism for increasing the level of employee loyalty. Conclusion. Based on the results of the study, recommendations were developed that help to increase the level of staff loyalty, using the factors that determine the brand of the employer of the organization. It is assumed that after the introduction of recommendations to the organization, staff loyalty will increase, and the quality of the HR brand will improve. The recommendations are practically useful for the heads of hospitality industry organizations.