About the book: 2015 / A new book about HR branding is based on projects of the winners and nominees of the “HR Brand Award 2013”. In addition to the best practices from the best employers in Russia, as well as the results of Russian and international research, the book includes unique materials - interviews with the most professional and effective HR teams, telling in detail about their own developments that received the Prize, and the role of HR in modern business. How to determine your target audiences in the labor market? How to motivate ordinary employees to achieve the company's ambitious goals? How to retain the best specialists? How can a medium-sized business win in the competition with large companies for promising young people? The reader will find answers to these questions by reading the programs presented here. Companies that have implemented them have already achieved impressive results in reducing costs and increasing operational efficiency. Coca-Cola Hellenic, Mars, Nokian Tires, MegaFon, Independent Laboratory INVITRO, OBI, Eldorado and many others share their experience. The latest data from surveys among companies on the size of HR budgets and the use of digital tools has been added to the electronic version, as well as expert advice from the HeadHunter Consulting Center on the specifics of developing an HR brand in the context of limited budgets and intense competition. The publication will be useful to HR specialists, marketers and managers at all levels.