Employer branding under COVID-19 pandemic in Russian companies

Authors

  • Dmitriy G. Kucherov Graduate School of Management, St. Petersburg State University, Russia
  • Victoria S. Tsybova Graduate School of Management, St. Petersburg State University, Russia

DOI:

https://doi.org/10.21638/spbu18.2022.105

Abstract

An integrated approach to employer branding during COVID-19 pandemic based on employer branding orientation is considered in this article. The empirical study in employer branding was conducted in Russian companies in 2020. The research object was the HR professionals from Russian medium-sized and large companies. Using the data from the descriptive survey, the number of strategic (employer branding orientation, employer branding strategy, employer value proposition) and operational (communication programs, communication channels and content) features in employer branding in Russian companies during COVID-19 pandemic were identified.

Keywords:

employer brand, employer branding, employer branding orientation, recruitment, COVID-19

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Published

2022-09-11

How to Cite

Kucherov, D. G., & Tsybova, V. S. (2022). Employer branding under COVID-19 pandemic in Russian companies. Russian Management Journal, 20(1), 108–126. https://doi.org/10.21638/spbu18.2022.105

Issue

Vol. 20 No. 1 (2022)

Section

Theoretical and Empirical Studies

License

Articles of the Russian Management Journal are open access distributed under the terms of the License Agreement with Saint Petersburg State University, which permits to the authors unrestricted distribution and self-archiving free of charge.