ИСТИНА

The article describes an attitude toward an employer brand from individual groups of human resources choosing a way in the labor market. Employer brand is a signal in a period of job search by highly skilled workers, graduates and other groups of the labor force. Employer brand is a guarantee of a company’s stability and, as we know, the workers turn towards the stability and confidence in the future. Companies with high ratings of employer brand assessment, in workers’ opinion, can ensure greater opportunities for: guarantees, compensation and wages; social package; conditions and labor protection, promotion of the career ladder, lack of staff turnover, etc., rather than companies with low ratings. Employer brand as a phenomenon of socio-economic, psychological and legal nature is closely related to a product brand and a company’s brand. The article discusses relationships and differences between the three brands, as well as features of employer brand, its impact on the involvement of human resources in different periods of economic development, gives examples of the most successful companies through assessment of those who plan to take (or already has) jobs in these companies. Characteristics of attitude toward an employer brand as a signal to attract workforce in the labor market are based on researches of statistics in Russia and the world in whole. In this article, the focus and preference are given to the youth segment of the labor market, because this group of human resources has a fundamental body of knowledge and competencies required to become highly skilled workers, but has no practical experience and skills to fully realize the acquired theoretical knowledge. In this case, an employer demonstrating some concern about young and promising personnel, building human resources policy aimed at forming a nucleus of talented and highly qualified young people, creates an employer brand and can hope for the positive effect of its return. The paper formulates recommendations aimed at the development of HR-branding as a signal in the labor market, which attracts highly qualified and talented young people.