The Modern Approaches in Employer Brand in Russia as a factor of Attracting and Retaining Talented and Highly-Qualified Specialists

This research studies the concept of employer brand management in Russia as a factor of attracting and retaining talented and highly-qualified specialists. In the course of the work, there reveals the concept of HR-brand as it is, the factors of its formation that affect the process of attracting and retaining talented professionals, as well the evolutionary development of this concept in the theoretical and practical field is considered. The relevance of the work is emphasized by the study of the COVID-19 pandemic impact on the labor market in Russia. On the examples of some domestic and foreign companies, the paper describes modern approaches to the formation of the employer brand, namely: automation in the recruitment process, usage of VR technologies in the process of employees training, certain methods in managing a remote team. In the course of conducting an empirical study, expert recommendations were developed regarding the applicability of the described innovative tools in the current realities of the Russian labor market.