Consumer behavior in the labor market and employer branding in the IT industry

The article reflects the specifics of applying conceptual approaches of analyzing consumer behavior to the labor market as a system of relationships between an employer offering jobs and employees making a choice between vacancies. Considering the labor market as a market with an abundance of vacanciesand a shortage of labor allows employers to use marketing techniques in general and HR-branding in particular to meet the needs and preferences of consumers. The article discusses the theoretical issues of building anemployer's brand and the importance of its use in the IT field.