Program of Advance of the Employer Brand of Rosbank

Student: Ashikhmina Inna

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Master)

Year of Graduation: 2018

It is worth noting that the emergence of the phenomenon of the brand and, in particular, the concept of brand management greatly influenced the development of market relations. Therefore, today the employer's brand is a dynamically developing structure not only abroad, but also in Russia. However, due to the lack of a comprehensive approach to the brand terminology and the HR branding process, some ambiguous judgments appear. In addition, the development of the employer's brand in large companies with regional representation is of great importance, since here the management system has a more complex structure due to the characteristics of a particular region. Given the trends in the centralization of functions among large companies, there is a need to develop a regional employer's brand. In particular, based on the need to centralize the accompanying functions, ROSBANK chose the site of Nizhny Novgorod for the creation of the Western Hub.

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