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Integrated Brand Communications Strategy of IT Company on Saint Petersburg Labor Market

Student: Soloveva Anastasiia

Supervisor: Oxana Yuldasheva

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Marketing Technologies (Master)

Final Grade: 10

Year of Graduation: 2019

IT industry growth determines a global transition to the digital economy as an environment of goods and services competitive production in the modern world. Thus, the attraction and management of IT-talents as the digital economy key drivers are strategic goals of the modern state, its educational policy, as well as a direct challenge for the economy and industrial organizations. IT-segment of the labor market may be characterized as a talent market due to the significant shortage of qualified IT-specialists in dire need of their attraction. The relevance of the research topic is to analyze the communication brand strategies of IT companies as a tool for managing the positioning of the company as an employer of choice for IT industry talents, the formation of brand loyalty to the it company, interaction with the technological community and the consumers development (in this case, potential candidates and current employees). The purpose of this study is to propose recommendations for developing and managing an integrated brand communication strategy of an IT-company on the St. Petersburg talents market. The theoretical basis of the study consists of the works of Russian and foreign researches on the theory of marketing communications, branding, integrated communications, employer brand and internal marketing, assessing the value of the employer's brand, as well as the results of theoretical research and statistical data on the IT segment of the labor market and the specifics of talent management. The empirical basis of the study was the IT-talents market of St. Petersburg, as well as the Development Center of the international IT-company X, which is located in St. Petersburg and is focusing on attracting IT-specialists to work in the company. The scientific novelty of the master's thesis is to systematize the concept of integrated communications about the employer's brand, propose a model for assessing the perception of the employer's brand based on the values and capital of the employer's brand, as well to develop a strategy of integrated brand communications for companies, considering the specifics of the IT segment of the talent market. Approbation of the main results of the study was partially implemented in the communication strategy of IT-company X, which was the object of this study.

Full text (added May 24, 2019)

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