EMPLOYER BRAND AND AFFECTIVE COMMITMENT OF EMPLOYEES

The existing situation on labor market has been characterized by a shortage of highly qualified efficient personnel for many years. Company staff is a unique competitive resource and source of profit in any organization. A strong employer brand is a basic foundation for the strategic success of an organization, as it forms the positive attitude of employees and ensures their affective engagement. More and more Russian and international organizations have to resort to new tools to attract, retain, manage staff loyalty and involvement, and establish their image in the job market. Traditional management methods are no longer effective enough in solving such problems. The study reveals the essence of the employer's internal brand and its constituent part - the affective commitment of employees. It specifies the tools to ensure the development of affective commitment of staff.