Managing the Internal Employer Brand in General Education Schools (Based on the Example of Schools in Kazan)

This article is devoted to the study of the peculiarities of the formation, development, and management of the internal employer brand in general education organizations using the example of Kazan. The relevance of this study is due to the growing shortage of teaching staff, which is a global trend and leads to the need to develop management practices aimed at retaining and attracting qualified teaching staff. In the article, the concept of “employer brand” as applied to schools is considered as a set of targeted measures taken by an organization to interact with existing and potential employees. This study examines this concept within the framework of the article. Based on interviews with general education school administrators and teachers, management practices for internal brand management are analyzed, and conclusions are drawn about the significance and attractiveness of certain practices for teachers. Data analysis confirmed the importance of internal brand development for retaining teachers and identified its key components in general education organizations. The practical significance of the study lies in identifying specific management practices for managing the employer's internal brand, adapted for general education organizations, among which intangible motivation practices play a significant role.