FEATURES OF EMPLOYER BRAND FORMATION

The article considers the development and promotion of employer's brand. It is noted that brand a complex attitude perception company arises from an already working employee external candidate. That is, employer image company, which forms idea it as good place to work for current, former potential employees, customers, shareholders. describes author's vision process creating brand, includes four stages: defining purpose analysis evaluation competitors' brands, identifying unique value proposition forming attributes positive aspects strong are considered. depends on what stage at. If young developing dynamically enough, main attract staff, well formation common values employees. In has reached maturity, created form corporate spirit employees communicate values. event crisis in its merger with another organization, deterioration financial condition, etc., retain staff create sense unity. transformation goal accordance stages life cycle studied. Attention drawn fact should be based conclusions obtained about target audience, goals – images competitors. important communication visualization meet certain requirements. Creating managing can seen integrative mechanism essential achieving company's goals. not only competitiveness but also high efficiency operation. Conclusions made prospects further research this issue identified.