Employer Brand in the Human Resource Management System of Organization
In the article the employer brand concept is considered from the human resource management (HRM) function point of view. In the conditions of highly competitive labour market the employer brand could be an efficient tool in attracting, engaging and retaining qualified employees. The results of the empirical study of economic and organizational features of HRM system in the companies with the employer brand are described. On the basis of the empirical study the number of competitive advantages in HR attraction, engagement and retention and long-term advantages for the HRM system by employer branding programs are identified.