Professional Stress in the Context of Global Changes

In the modern world, the HR brand occupies a key place in the company’s personnel strategy. Demonstrating its values and mission allows a company to attract only those employees with whom the company has similar views. At the same time, the development of internal HR branding increases the loyalty of personnel, which in the future also allows increasing brand awareness among job seekers. The formation of an HR brand directly depends on the events and tools that the company chooses for itself. The significance of the study is due to the fact that in the modern world, the competitiveness of an organization is determined not only by the quantity and quality of products produced, but also by the quality of human capital that needs to be attracted and retained. The formation of an HR brand contributes to solving organizational problems in two vectors: implementing the HR management process within the organization; attracting potential personnel using the attractiveness of the company’s HR brand. HR branding is a set of activities that are organized and implemented by the company’s HR/PR departments. Their main goal for fulfilling organizational tasks is to increase the company’s recognition in the market, attractiveness to potential future employees, and increase the company’s support from existing personnel. External HR branding is manifested in organizational activities aimed at increasing the attractiveness of potential personnel and hiring candidates who meet the requirements. Intra-organizational HR branding is aimed at developing loyalty, support, involvement and commitment of staff to the interests and mission of the organization. The company’s HR brand, as an important component of its effective development, is part of the organization’s mission, serves to achieve its goals in a competitive market.