Attracting talents: social technologies for creation an appealing HR-brand

The article examines the importance of building HR-brand for the successful attraction and retention of talented professionals in contemporary market conditions. The author proposes steps for creation an appealing company image based on corporate values and culture. The two aspects of the employer brand are discussed. We analyze external and internal hr-brand and their impact on the perception of the company as an attractive workplace. The main focus is on the four stages of HR-brand formation: preparation, formation gathering, development, implementation, and promotion. The article describes a practice-oriented process focused on effective HR brand management in a business environment.