Abstract and keywords
Abstract (English):
The study features the phenomenon of employer brand and its role in the management system of a modern organization. The methods involved polling and data analysis of information presented on the websites of the trade organizations in question. The article presents some results of the research of the employer brand of a trade organization in the conditions of competition for human resources and in connection with the changing requirements to their qualitative characteristics. In the case of the trade organization under consideration, the workers demonstrated loyalty, since the reputation and reputation of the company on the market was important for them. It was revealed that dissatisfaction with wages does not always lead to a change of job, although it is an important reason for discontent. Trade organizations should evaluate their brand through a system of internal and external indicators. The brand evaluation should be performed in comparison with the main competitors. The results of the study can be useful for human resources management.

competitiveness, labor market, personnel, employer brand assessment, employer value proposition
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