Employer brand value propositions for students graduates of educational institutions

The article analyzes the employer brand value proposition. The main elements of the employer brand value proposition model are presented. It is proven that domestic and foreign scientists consider the main components of the value proposition to be the level of wages, additional benefits (health insurance, insurance premiums), career development in the company, the company's image as an employer, and a comfortable workplace. It is concluded that employer brand positioning for a representative of Generation Z is a strategic process of creating and maintaining a unique and specific image of the company in the eyes of potential and current employees in the labor market.