The role of HR brand in organizational management

In today's SHIVA world, characterized by ambiguity in the labor market and growing competition for talent, employers face challenges in attracting and retaining the best talent. This article examines the concept of an HR brand in the management of an organization as a reflection of the employer's image in the market. As a critical element of an organization's HR policy, brand plays a central role in the effective selection, development and retention of staff. Developing an HR employer brand is a complex strategic task for an organization.