EMPLOYER AMBASSADOR AS ONE OF THE MODERN TRENDS IN HR BRANDING
Borodulina Kristina Olegovna, Scientific adviser: Belevich Natalia Aleksandrovna
Abstract. The article is devoted to the relevance of using a new trend in HR branding. An HR ambassador is a person who, by his status and role in the company, forms the internal and external image of the organization in the labor market. The article discusses the prerequisites for the formation of a new direction and the practical experience of using this trend in large Russian companies. The advantages of companies that pay attention to the development of branding are shown and the main criteria for the formation of external and internal image are indicated.
Keywords: HR brand, HR branding, external branding of the employer, internal branding of the employer, ambassador