PECULIARITIES OF IT-COMPANY IMAGE FORMATION IN MODERN REALITIES

Abstract

The importance of the IT sector for the economy of Ukraine lies not only in its large contribution to the country's GDP, but also in the possibility of creating new jobs, attracting investments and supporting innovative development. Ukrainian IT companies also help raise the country's prestige on the international stage, showing a high level of technological competence and the ability to compete with the best global players in this field.

The article highlights the current aspects of forming and maintaining a positive image of IT companies in the modern world. The importance of using the latest technologies in communication with stakeholders is considered, taking into account the rapid change in trends in this area. The paper reviews the trends in using the latest technological tools to successfully form and maintain a positive image of companies in the IT sphere. An analysis of the influence of the image of the head of the IT company on the image of the IT company was carried out using the example of the CEO of the IT company MacPaw.

IT is one of the most promising and dynamic sectors of the economy, due to which the competition in the industry is extremely high. It is especially important for IT companies to actively use image-building tools, taking into account the specifics of the industry, in order to achieve success and stand out from the competition. The key aspects are emphasizing the company's unique characteristics through the active use of technological communication channels, including social media, the website and other online communication channels, as well as creating a positive image of the company's head and its public promotion. These measures make it possible to attract and retain customers, strengthen the market position and increase the company's competitiveness in the conditions of rapid technological development and changes in the global business environment.