The article examines the problem of employer brand formation, which is studied in connection with work culture, meanings in activities, and organizational identity. Employer brand management in the digital economy goes beyond the formation of favorable working conditions and includes a human-oriented approach to the development of the organization's human potential, when highly qualified, involved and satisfied employees demonstrate organizational and civil brand-oriented behavior that creates the organization's reputation in the minds of target audiences. An interpretation of the "corporate character" is proposed, reflecting human characteristics that are usually identified with the organization, taking into account the structure of terminal and instrumental meanings that predetermine the perception of activity goals and models for achieving them.