Company HR-Brand Development

A strong HR brand is a huge advantage for a company, as it is able to increase the efficiency of recruitment, employee engagement and employee retention, while a weak HR brand has a negative impact on employee job satisfaction, the speed and quality of job openings, as well as the cost of recruitment and retention of staff. According to statistics, more than 30% of applicants note the HR brand as one of the main criteria for choosing a future employer, which is why currently any developing company needs to pay attention and engage in the formation and development of the employer's brand. This work is aimed at determining the current level of development of the company's HR brand and finding the most appropriate ways to develop it. The theoretical part of the study presents the main approaches to understanding the term HR brand, its characteristics, as well as the main methods of its evaluation and development. The practical section reflects the analysis of the current level of the HR brand in OOO LUKOIL-PERM. Based on the results of the study, a set of recommendations aimed at maintaining a high level and improving the company's HR brand is proposed.