The Role of Hr Branding in Managing Corporate Culture Development

In the modern business world, business development trends are undergoing significant changes: those strategies that were successful and recommended at the beginning of the 21st century can no longer provide the same efficiency today and often prove to be ineffective for the dynamic growth of the company. This is explained by the fact that organizations have increased competition not only for consumers, but also for limited resources, among which human capital stands out in particular. Companies with a high level of HR brand, which is valued not only by business partners and clients, but also by the employees themselves - both current and potential - have a significant advantage. This determines the relevance of studying the HR brand and, as a consequence, the choice of the research topic. The purpose of this article is to consider the influence of the HR brand on the corporate culture of the organization. The novelty of the study is that the HR brand is considered not as a structural component of corporate culture, but as a factor in the development of the corporate culture of the organization. When writing the article, the authors used the following research methods: analysis, synthesis and systematization. The work pays much attention to the formation of the internal structure of the HR brand and the identification of its main components. Based on the results of the analysis of the main models of the HR brand of the organization, the authors conclude that the attractiveness of the organization is influenced by the HR brand, in turn, the attractiveness of the organization is reflected in such categories as «corporate identity» and «corporate culture». The HR brand in organizational management is given a special role, since the HR brand is a factor in the formation and development of corporate culture, which is illustrated by the authors of the article using the example of domestic organizations building an HR brand.