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The Factors of HR Brand Attractiveness in State Agency

Student: Kaganovskaya Maria

Supervisor: Natalia Ivanova

Faculty: Faculty of Social Sciences

Educational Programme: Public Administration (Bachelor)

Year of Graduation: 2020

In the world there is a large number of companies which are trying to search for professionals and highly qualified workforce. Each employer tries to find the necessary human resource and attract it to work in the organization. Using HR branding, a joint HR and marketing tool, has helped to successfully solve this problem successfully. In this paper, it will be identified and operationalized the factors of employer attractiveness from the perspective of already employees and potential employees will be identified and operationalized. The purpose of this report is to identify the factors of HR brand attractiveness, to examine importance of every value for staff and to gain insight the effective directions for creating HR strategy in public sector. Keywords: employer branding, human resources management, organizational attractiveness, internal marketing, human resources management

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