The Study of the Process of Potential Employer Selection: an Application of CJM Technique

Master's thesis is devoted to The Study of the Process of Potential Employer Selection: an Application of CJM Technique CJM will help managers to promote the employer's brand to identify priority places where the consumer experience needs to be optimized in order to increase the effectiveness of the activities carried out in the field of employer brand promotion. The topic is at the junction of 2 areas of knowledge-the study of consumer experience and the study of the experience of employees, which are not yet reflected in the research and remain not fully understood. The empirical part of the study consisted of a combination of quantitative and qualitative methods of marketing research and was divided into 2 stages. In the first part of the study, the author used secondary data - the results of a formal survey. At the second stage, the author managed to build a map of consumer experience on the part of the company, and after in – depth interviews-a map of consumer experience on the part of the candidate, which allowed to conduct a comparative analysis and offer recommendations for the promotion of the employer's brand.