Author: Kurbanbayeva, Sevara Marat qizi; Mansurov, Jahongir Ravshanovich.

Annotation: This study examines the impact of human resources (HR) branding on job perceptions and competencies. Through a review of literature and case studies, it examines how organizations strategically communicate their values to attract top talent. Findings highlight the importance of aligning HR branding efforts with desired competencies to increase organizational attractiveness and foster long-term partnerships. This research provides actionable insights for HR professionals focused on optimizing talent acquisition strategies in a competitive labor market.

Keywords: HR branding, future jobs, positions, classifier, labor market, population, employment.

Pages in journal: 240 - 245