The impact of the company’s HR brand on human resources management

This study focuses on examining the challenge of attracting young employees as a distinct social group and explores HR branding as a strategy for shaping company’s attractive image. The research investigates theoretical aspects of the concept of “HR brand”, factors contributing to its formation, and key components within companies to achieve this goal. Discussions encompass a characterization of recent changes in the country’s employment structure. A detailed analysis is conducted on factors influencing the image of a successful employer. Survey results from young individuals are presented regarding the role of social media as a tool for creating a positive company image and as a means of gathering information during employment searches. Global personnel management trends in modern companies are examined to identify significant characteristics essential in developing a successful HR brand.