Abstract
The article considers the theoretical and practical aspects of the role of the HR-brand in the conditions of competition of oil and gas companies in the labor market. The article presents the relationship between building a positive employer brand and increasing the overall level of staff involvement in the development of the organization, as well as optimizing work processes in general. In the context of the long-term economic crisis caused by the COVID-19 pandemic, even large oil and gas companies around the world are experiencing a shortage of highly qualified personnel. Therefore, it is necessary to make efforts and develop measures to improve the HR-brand in order to create an attractive place of work for both its employees and applicants.
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