title: Analysis of the practice of using marketing tools for HR brand formation
abstract: Modern organizations face challenges in attracting and retaining staff. In a highly competitive environment, it is necessary to strengthen the HR brand, which allows you to reduce the cost of recruiting staff and increase the efficiency of staff work. The purpose of the study is to analyze the best practices of using marketing tools for HR brand formation in the retail sector and the impact of branding on reducing staff turnover. The results demonstrate that a strong HR brand reduces recruitment
journal: Vestnik BIST (Bashkir Institute of Social Technologies)