THE ROLE OF HR-BRAND IN CREATING A VALUE PROPOSITION VALUE PROPOSITION IN THE LABOR MARKET JEL: J01 УДК: 331

Abstract

The article considers the key aspects of HR-brand as an effective tool for attracting and retaining the most sought-after employees, forming a favorable image of the company in the framework of interaction with both internal and external stakeholders. With the development of technology and globalization, salaried employeesoffering competencies on the labor market increasingly correlate their values with the reputation of the organization, which pushes the most talented to make more demanding company choices. The research interest in this topic is due to the growing attention of modern companies to the creation and promotion of their HR-brand, which, inaddition to increasing customer loyalty, has a positive impact on attracting job seekers, as well as retention and adaptation of new employees, development of commitment to their company. The experience of a real estate agency was considered as a positive example of the infl uence of employer brand on staff recruitment.