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The article considers the importance of HR-management, as well as the features of the emergence

management", "HR-brand", the principles of attracting and retaining talented human resources with the help

management, which allows the most complete use of the human capital of employees to achieve the company

of the pandemic. Automation of HR processes allows HR managers and HR specialists to free their hands from routine

В статье представлены результаты исследования по HR-автоматизации. Обоснована необходимость

of organization of a personnel reserve, continuity in management. The article describes the system of organization

structure of modern HRM and HCM systems is presented. Identified segments of HR processes that most need

systemic, process and situational approach, which are designed to improve HR management in terms

of personnel management, which not only helps to make rational decisions in the shortest possible time

This article examines the characteristics of the formation of an HR brand in modern companies

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