EMPLOYER BRAND AS A FACTOR IN WORKERS’ BEHAVIOR

Abstract

This article examines employer branding as a strategic HR management tool with a systemic impact on employee work behavior. The relevance of the study stems from growing competition for qualified personnel, a shortage of specialists in the labor market, and the transformation of employee value orientations, particularly among members of Generation Z. The aim of the study was to identify the mechanisms by which employer branding influences employee work behavior and develop practical recommendations for strengthening it. Based on the identified challenges in an empirical study of employees at a Russian IT company, the implementation of an AI-powered virtual assistant was proposed to personalize employee interactions. This initiative is related to employer branding, as an HR brand is formed not only through the external perception of the company but also through the daily experiences of employees within the organization. A personalized AI assistant allows for a more personalized interaction, demonstrating the company's commitment to professional development.