EMPLOYER BRAND: THE PROCESS OF FORMING AND RESEARCHING EFFECTIVENESS

The importance of conducting research on the peculiarities of employer brand formation and measuring the effectiveness of this process has been substantiated. The connection between the employer brand and various processes of personnel management: recruitment, personnel movement, motivation has been proved. Brand management is defined as the main component of strategic development. It is noted that the successful formation of the employer brand is a key element for ensuring the company's competitive advantages, attracting and retaining highly qualified personnel, which becomes a determining factor for its long-term success and sustainability in the market. To achieve competitive advantages, it is important to create an attractive employer brand that not only attracts attention but also retains talented professionals both within the company and in the marketplace. It is emphasised that building a successful employer brand requires careful analysis and consideration of various factors that affect the attractiveness of a company for potential and current employees. It is proposed to consider the employer brand as a perception of the company not only by employees, but also by other business communities with which the company interacts, since it includes such constituent elements as employee perception of the company, corporate culture, working conditions in the company, and the company's communication policy. It is emphasised that it is necessary to study the process of brand formation through the prism of changes and taking into account the latest trends. In particular, the work of companies in the context of war generates increased attention to the security component of the company. The main key reasons for studying the effectiveness of the employer brand formation process have been systematised. It is concluded that the basis of the methodology in studies of the effectiveness of employer brand building corresponds to various methods, theories and approaches that allow systematic analysis and evaluation of this important process. Modern business actively uses key strategic directions in the field of employer branding. These strategies not only attract and retain the best talent, but also help to reduce costs, improve financial performance and increase overall employee satisfaction.