The use of data and analytics to improve the Employer Branding is an important aspect in modern human resource management. Effective employer branding strategies are based on comprehensive data analysis, including internal employee surveys, feedback analysis on employment platforms, and social media monitoring. Data collection allows us to identify key factors that affect the attractiveness of a company to potential candidates and the level of satisfaction of current employees. Analytical tools and techniques such as machine learning and artificial intelligence are used to process large amounts of data, identify hidden patterns and predict trends. Based on the results obtained, measures are being developed to improve corporate culture, working conditions and career opportunities. Thus, the use of data and analytics contributes to the creation of an attractive employer brand, which allows the company to attract and retain talent, increasing its competitiveness in the labor market and achieving strategic business goals.

Employer Branding, employer's brand, using data to improve the employer's brand

Aleksandrovna T. N., Aleksandrovna L. L. Employer's brand: development mechanism and diagnostic tools //Turkish online journal of design art and communication. – 2018. – Vol. 8. – pp. 528-536.

Maheshwari V. et al. Exploring HR practitioners’ perspective on employer branding and its role in organizational attractiveness and talent management //International Journal of Organizational Analysis. – 2017. – Vol. 25. – No. 5. – pp. 742-761.

Dabirian A., Kietzmann J., Diba H. A great place to work!? Understanding crowdsourced employer branding //Business horizons. – 2017. – vol. 60. – No. 2. – pp. 197-205.

Kucherov D., Tsybova V. Are they really better? Employer branding in companies from the employer ranking //International Journal of Organizational Analysis. – 2023.

Tsareva N. A., Lisitca L. A. Forming the Supply Chain Strategy and Employer Brand as a Condition of Personnel Potential Development //International journal of supply chain management. – 2019. – Vol. 8. – No. 6. – pp. 544-548.

Dabirian A., Paschen J., Kietzmann J. Employer branding: Understanding employer attractiveness of IT companies //IT professional. – 2019. – vol. 21. – No. 1. – pp. 82-89.

Theurer C. P. et al. Employer branding: a brand equity‐based literature review and research agenda //International Journal of Management Reviews. – 2018. – vol. 20. – No. 1. – pp. 155-179.

Noutel R. et al. An employer branding strategy: developing a talent acquisition model through action research //South Florida Journal of Development. – 2021. – Vol. 2. – No. 1. – pp. 417-431.