Особливості рекрутингу в ІТ у контексті створення конкурентоспроможного HR бренду

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The article defines the features and main characteristics of contemporary IT recruiting technologies. The interrelation between the processes of recruiting and the formation of the employer's brand is considered, the modern mechanism for the formation of a competitive HR brand is characterized. Attention is focused on the need to evaluate the effectiveness of the mechanism of HR brand formation using key metrics. The current state and prospects for the development of the Ukrainian IT sphere are characterized. The unique features of recruiting in the IT sector are emphasized. The key components of creating and maintaining an HR brand are visualized, including: reputation and image, corporate culture, working conditions and benefits, career opportunities, working environment, communication and feedback, social responsibility, use of modern technologies, innovation and creativity, referral programs. The influence of IT management features on the choice of recruitment technologies and HR branding strategies is considered in detail. The main stages of forming a sustainable employer brand are presented. The main constituent elements of the mechanism of forming a competitive HR brand are specified. The basic metrics that will allow a company to evaluate the effectiveness of its efforts in building an HR brand, identify strengths and weaknesses, and develop strategies to enhance and maintain a positive image of an employer in the IT sector are systematized. Based on the results of the conducted research, the main features of recruiting in IT companies are formulated, as well as the influence of the specifics of IT management on the choice of recruiting technologies and strategies for forming an HR brand. It is concluded that the HR brand affects the perception of the company by potential candidates and its reputation in the labor market. Among the main factors influencing the formation of an attractive HR brand, special attention is paid to corporate culture, flexible working conditions and company reputation. It is proved that modern IT companies are actively using innovative technologies and tools for recruiting, including online platforms, social networks, and cooperation with recruiting agencies.