What can an HR brand do?

In 2026, efficiency is the main focus for business, including in the field of human resource management. The management of the companies emphasizes that only those areas of development that provide measurable returns will be supported. Against this background, the question of the importance of HR brands becomes relevant and acute: are they an asset that allows them to solve personnel problems more cheaply and efficiently, or are they part of PR campaigns that can be abandoned until "better times"?

The participants of the panel discussion will discuss exactly what kind of returns previously built HR brands bring to companies, and for what purposes they need to be updated and developed now.

Moderator:

Anastasia Filkina, Head of Magnum Hunt Executive Search Practice, Co-Chairman of the SPIBA HR Committee

Questions for discussion:

1. Is an HR brand an element of PR campaigns or a business asset? Is it possible to measure its ROI in money; are there any cases of such measurements? Are financial KPIs applied to HR brands?
2. When are the efforts to promote an employer's brand not working when hiring? What conclusion can be drawn from the accumulated multitude of anti–cases - ineffective, in terms of recruiting results, investments in promoting employers' brands?
3. Can a strong HR brand replace expensive recruiting (headhunting, agency services) at a time when business is cutting costs? Are there any examples where candidates come by themselves?
4. How should an HR brand adapt to Generation Z and silver candidates at the same time? Is a unified promotion strategy possible?
5. An HR brand within a company: does it help reduce burnout and turnover in the "red zone" (sales, support, production)? Are there estimates for reducing the cost of staff retention and adaptation with a strong brand?
6. How does the management of companies formulate requests to HR brands today? How will their role – and the mechanisms of working with them – change in 1-3 years? Will companies that decide not to invest in an HR brand use more "pragmatic" tools?

Date: May 29, 2026 (Friday)

Time: 10:00-12:00, registration from 09:30

Location: Domina Hotel St. Petersburg, Moika River Embankment, 99