Attractive Employer Brand Formation for IT Professionals

Given the shortage of qualified IT professionals in the labor market and the war for talent, the employer brand is one of the ways to attract and retain staff in the company. The master's thesis clarifies what characteristics of the employers are attractive for IT professionals and how to form an attractive employer brand for them so that they want to work in the company and to be useful. The purpose of the master's thesis was to identify the main factors that increase the attractiveness of the employer brand for IT professionals on the basis of analyzing the available secondary data (quantitative and qualitative) of employee perceptions of the employer brand of three companies operating in Russia and interested in hiring and retaining IT professionals. The work shows that the professional group of IT specialists is heterogeneous, and it is necessary to take into account the characteristics of different groups of its representatives, in which companies are interested, when forming an attractive employer brand. Also, the work presents practical recommendations on the formation of an attractive employer brand for IT professionals, and also for different types of representatives of this professional group.