Implementation of the employer brand assessment system in the work of the personnel center "Rabota Russia" as a tool for improving the quality of employment services

The modern labor market is characterized by high competition for qualified personnel, which makes the issue of creating and maintaining a strong employer brand relevant. An employer brand is a set of perceptions, associations and expectations associated with a company as a place of work among potential and current employees, as well as other stakeholders. The state employment service, being an important link in the system of employment of citizens, must adapt to new realities and provide high-quality services that meet modern requirements. The developed employer brand assessment system will allow employment services to receive up-to-date data on the state of employer brands and promptly develop proposals to improve the situation in the company. This, in turn, will increase the transparency of interaction between the Personnel Centers "Work of Russia" and employers, will improve the quality of services, even more orienting them to the individual needs of employers and job seekers, which will contribute to strengthening trust and create the basis for long-term cooperation.