Background. The study addresses the need to examine employer brand formation in manufacturing companies as a factor in retaining personnel and increasing competitiveness in the labor market. The aim
was to establish the relationship between the tangible and intangible components of the employer brand in ensuring employee loyalty and stability. The methodological basis included an analysis of the practices of the Albanian company “Shqiponja SHPK”, a sample of 32 employees from different departments, as well as interviews and a documentary analysis.
Results and conclusions. The results showed that fair remuneration and safe working conditions provided basic stability, while corporate traditions, interpersonal relationships and effective communication reinforced a sense of belonging and long-term commitment. Weaknesses in HR policy were identified, particularly limited career opportunities and challenges with work-life balance. However,  family ownership and the financial stability of the company enhanced trust. Low awareness among employees of the company’s mission, vision and strategic goals, together with insufficient internal  communications and limited use of digital channels in brand building, were also noted. Despite these limitations, specific expressions of staff loyalty were evident, including emotional identification with the  organization and strong mutual support within teams. The study confirmed that the internal employer brand determined the levels of employee engagement and psychological comfort, with communication  practices playing a key role in reputation formation. It was found that combining tangible and intangible aspects as part of the employer’s comprehensive brand model ensures personnel stability and increases  company attractiveness.