Sankt-Peterburg, St. Petersburg, Russian Federation
This article addresses a corporate HR brand concept. It presents the interrelation between HR branding components and determines the importance of external and internal branding. Key aspects of these types of HR branding are highlighted. They include goal, tools and result. Their elements are described. It is stated that successful development of a company brand requires an equal focus on external and internal tools. Therefore, we need a strong focus on the factors that can be used to build a positive image of a company. The article reviews the case studies of companies with a well-developed HR brand that have completed all challenging stages of planning, arrangement and implementation of the employer's brand. Necessary actions and tools have been identified to promote the HR brand along with the ways to assess the efficiency of their implementation.
HR brand, internal and external brand, HR management, company image, HR branding, brand-building tools
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