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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Valeriya Sokolova
Company External HR-Brand Research
Management
(Bachelor’s programme)
9
2019
Nowadays, according to the competitive environment of the labor market, companies are trying to attract qualified personnel, using new tools that are most effective in competitive conditions and reduce the costs of the recruitment process.

This work relates to the study of external HR - brand of the company, acting as a modern concept, which allows attracting the necessary staff through positioning the company as an attractive place to work.

As part of this work, a study was conducted of the perception of the company's external brand as an employer among several groups of potential employees. The image of the company, formed by the former employees of the company, was also considered. The differences between the image that the company is trying to transmit to the labor market and perceived candidates were identified.

The results of the study showed the importance of using the principles of branding in the process of human resource management.

According to the results of the study, recommendations were prepared on the formation and optimization of the concept of an external HR- brand and measures for their implementation.

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