TRANSFORMATION OF COMMUNICATION PROGRAMS OF HR-BRANDS IN THE RUSSIAN MARKET FOR YOUNG PROFESSIONALS IN THE FACE OF UNCERTAINTY

The article is devoted to communication programs of HRbrands to attract young professionals in the Russian labor market in a turbulent environment. The problem raised is the difficulty of attracting young professionals to Russian companies. In the process of writing the article, the methods of analysis, induction and modeling were applied. The object of the study is the communication programs of HR-brands. The subjects of the study are communication tools and methods for promoting the HR-brand of companies in the market of young professionals. The paper characterizes the HR-brand, analyzes the ratings of employers, reveals the specifics of communication programs for young professionals and their focus. The purpose of the work is to identify trends in the communication programs of HR-brands in the Russian market, as well as to determine the directions of their transformation.