EMPLOYER BRANDING IN UZBEKISTAN: HOW TO BECOME AN EMPLOYER OF CHOICE FOR TALENT
DOI:
https://doi.org/10.5281/zenodo.20920148Keywords:
employer branding, employee value proposition (EVP), talent attraction, talent retention, human capital, HR strategy, employer of choice, Uzbekistan.Abstract
The article examines employer branding as a strategic tool for attracting and retaining talent in Uzbekistan’s
rapidly transforming labour market. It clarifies the concepts of employer brand and employee value proposition (EVP) and
reviews the key academic and applied frameworks in this field. Drawing on national labour-market statistics and a survey
of companies operating in Uzbekistan, the study identifies the principal drivers of employer attractiveness and the main
barriers faced by local organisations. On this basis, the article proposes a practical model for building an authentic employer
brand and offers recommendations for companies and policymakers aimed at transforming the country’s demographic
dividend into a sustainable competitive advantage.
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