Strong HR brand as a factor in increasing the competitiveness of an organization

The article is devoted to the identification of HR brand as a factor influencing the increase of competitiveness of the organization. Two aspects of the employer's HR brand are described: from the position of employees and from the position of the labor market. The need for a systematic and interdisciplinary approach to the study of the social phenomenon of "HR brand of the organization" is revealed. The relationship between the HR brand and the competitiveness of the company is determined. The results of foreign studies on the significance and criteria of the HR brand for the staff of organizations and candidates for vacancies are systematized. Attention is paid to the HR rating of attractive employers in Russia by VTsIOM.