The new era’s HR brand: how inclusiveness creates an employer’s value proposition

The article explores the role of inclusivity in shaping a modern HR brand and employer value proposition. The purpose of the study is to analyze the transformation of inclusivity from a social initiative into a strategic asset that creates a competitive advantage in the labor market. The methodology involves a content analysis of the external HR communication of 10 leading companies in the national employer rating. The results of the study reveal the prevalence of indirect, «hidden» inclusivity, which is integrated into flexible working conditions, corporate values, and job descriptions, over direct declarations. The practical significance of the work lies in justifying the transition from reactive Diversity & Inclusion policies to a proactive Inclusion by Design model, which involves the systematic implementation of inclusive principles in all talent management processes.