Abstract:

The combination of the strategies of Human Resources and Marketing have originated a new tendency called Employer Branding or HR-branding, which has enhanced the image of many companies around the world as good employers, allowing them to attract and retain the talented personnel that each one of these companies needs to reach its objectives. The aim of this research was to evaluate of HR-brand and to define factors which influence on the expectations of the internal customers and the future workforce helping to attract and save talented employees as human resources in the international company operated on regional (the Ural) market of Russia. Methodology of investigation included author’s quantitative methods, applying to key groups of potential and real staff, among them there are employees of all Departments (150 persons) and senior students of federal university (70 persons). During research it is discovered that company has established basic employer branding strategies, however, findings on the base of comparative analyses of respondent’s opinions showed a differentiation in preferable advantages of HR-brand between potential and real staff. As the main recommendation special HR-branding campaign was proposed for developing of brand of employer. Employer branding should be part of the organizational philosophy to achieve three main objectives: reduce turnover, increase attractiveness of company and improve engagement levels/staff well-being.