ANALYSIS OF FORMING THE IMAGE OF THE ORGANIZATION-EMPLOYER ON THE LABOR MARKET AS A FACTOR OF ATTRACTING POTENTIAL WORKERS

The image of the company determines the perception, attitude and behavior of both hired employees and those already working in the company, and it plays a big role in strengthening or, conversely, in destroying their labor loyalty. The article examines the methodology for researching one of the current areas of marketing staff, which consists in the need to create a positive and sustainable image of the employer company in the labor market. The analysis of the image of a large Russian company was conducted, according to which the following circumstances were revealed: a lower level of formation of the external image of the employer compared to the internal one, differences in the perception of the employer among current and potential employees, as well as a large number of negative reviews on the Internet. In order to increase the attractiveness of this company for potential employees, the following measures are proposed to develop the image: participation of representatives of the organization in thematic exhibitions and conferences; organization of open days; filling the site of the organization of the potential workers interested in the information; cooperation with employment agencies; participation in job fairs; organization of internal communications. The goal is to analyze the image of the railway company. Method or methodology of the work: the article used empirical methods, as well as statistical methods of analysis. Results: the state of the external and internal image of the company is determined and measures for its development are proposed. Scope of application of the results: it is advisable to apply the results obtained to improve the image in the organizations of the railway industry