The role of HR policy in shaping the HR-brand of the company

The article considers the relationship between the HR policy of the organization and the formation of its HR-brand. The article analyzes the main components of an effective HR policy and their impact on the attractiveness of the employer. Special attention is paid to the practical aspects of HRstrategy realization. Modern trends in the field of human resource management and their role in the formation of a positive image of the company as an employer are studied. The paper presents the results of the study of the relationship between the quality of HR policy and the level of employee loyalty, as well as their willingness to recommend the company as an attractive place to work.