What is the strength of the HR brand? Marketing tools that will help you become an employer of choice

The modern labor market belongs to the candidate. How to act so that a potential employee chooses your vacancy among thousands? And stays with the company for a long time, not just until the end of the probationary period?
It's simple... — you need to 'sell' yourself. Treat the applicant like a client: explore their preferences, respond quickly to any request, invest in the loyalty of accepted employees. In short, comprehensively develop your HR brand.
What and how you need to do this is explained by Artem Fathullin — Managing Director of HR branding and internal communications at Sber. During the author's tenure, Sber became the only Russian company in the Top 100 Best Employers in the World according to Forbes Global. He has over 17 years of experience in marketing and HR, a relaunch of the media on science and high technology HiTech, managing the creative agency Brainstore, and marketing the IT capital of Russia — Innopolis.

From the book you can learn:
• how to attract and retain the best employees;
• why EJM, or 'employee journey map', is necessary;
• why it is important to formulate your company's unique proposition;
• who alumni are and why it is important to support them.