Development of an internal HR brand for an automotive enterprise in the new reality

In the new reality of economic development of Russia, the problem of labor shortage is a serious issue. Automobile manufacturing enterprises are experiencing a severe “personnel shortage”, which they are trying to satisfy by hiring migrants. But this option for solving the personnel shortage has a number of negative factors, which are aggravated by the technological complexity of automobile production. Solving the personnel shortage at automobile enterprises requires a comprehensive approach, including government support for educational programs, encouraging young people to choose technical specialties, improving working conditions, and developing employee training and retraining programs. On the part of the enterprises themselves, it is proposed to introduce HR branding in order to form their reputation as attractive employers. The article proposes measures for the internal HR brand of a large automobile manufacturing enterprise, developed on the basis of an analysis of the enterprise’s activities, a survey and interviews with employees of one of the production units. The implementation of the proposed measures is effective, reduces staff turnover and improves working conditions for employees.