• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

HR Brand Audit for X5 Retail Group Service Center

Student: Mariia Viakhireva

Supervisor: Ekaterina Artyushina

Faculty: Faculty of Management

Educational Programme: Marketing (Master)

Year of Graduation: 2019

You can create a dream culture by creating an image of an employer that resonates. A strong HR brand helps to achieve this by achieving HR goals faster and more efficiently, attracting, motivating and retaining employees. It is also easier to attract experienced professionals to join the dream company. Attracting a future employee these days is difficult. Consider the cost of one rental. According to LinkedIn, companies with stronger employer brands than their competitors see, on average, 43% lower costs per candidate. What for? Companies will benefit from the natural features of the attractiveness of the talent of an attractive employer brand rather than spending money on advertising and marketing campaigns. That's where employees come into strategy; companies with a strong brand can grow in profitability. Employees who can live and breathe the company's culture for other employees and potential job candidates have real power over the brand. Employee feedback can be an incredibly powerful tool both in the labor market and against competitors. These issues are relevant at the present time, because right now HR branding is gaining a leading place in the aspect of considering the internal and external marketing activities of the organization. The purpose of this study is to conduct an audit of the HR brand of an organization using the example of the X5 Retail Service Center company.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses