HR - BRANDING IN ENSURING THE COMPETITIVENESS OF AN ORGANIZATION

Kurina Tatiana N.

The relevance of the research is determined by the need to achieve a high level of competitiveness of the organization, depending on many factors, among which are high-quality competitive products, effective advertising and competent strategic management, creating conditions for product promotion to the market, as well as highly qualified personnel at all levels of management, ensuring attractiveness for potential and current employees of the organization. The article is devoted to the analysis of the essence of the employer's brand. Approaches to the rating assessment of employers are considered. The analysis of brand ratings of the best Russian organizations is presented. According to the results of the study, competitive advantages have been identified due to the presence of a strong employer brand. To solve the tasks set during the research, general scientific methods were used, among which methods of system analysis, observation and generalization, etc. can be distinguished.

Keywords:employer's brand, HR-branding, HR-brand, employer value proposition, recruitment, labor market, competitiveness of the organization, personnel.