Annotation

Axiological approaches are considered in the systemic recruitment of personnel in the conditions of the modern information and communication environment. The increasing role of corporate culture in the psychology of management of modern companies is shown. The concepts of the value brand of the employer and the brand of the employer are investigated, a conceptual comparison is made, differences and common components are identified, the situational expediency of using these terms is determined. A methodology has been developed for creating a value brand of an employer based on an axiological approach, which includes defining the stages of creating a brand, filling them with content, describing tools and methods, and ways to interpret the results. Five iterations are described that make it possible to formulate the company’s value orientations more accurately. Methodological materials have been developed for conducting surveys and interviews with company leaders to identify the value orientations of the organization. A template has been developed that accumulates the results of the study and allows you to formulate the value brand of the employer.