HR-brand as an instrument for the development of organizational personnel policy

The article explores the role of HR brand as a tool for developing the organization's personnel policy in the context of increasing competition in the labor market. The content of the concept of HR brand and HR branding is revealed, and the factors that make the problem of their impact on the personnel management system relevant are substantiated. The internal and external factors of HR brand formation are systematized, and its structural components and typology are identified. The advantages of HR branding in key areas of personnel policy, such as recruitment, adaptation, motivation, evaluation, training, and the formation of a personnel reserve, are determined. The article considers the sequence of stages in building an HR brand, with a focus on using digital communication channels and social media. It identifies barriers to the implementation of HR technologies and proposes mechanisms for overcoming them. The article argues that an effective HR brand requires a systematic approach, alignment with corporate values, and consistency with the strategic goals of HR policy.