Development of the Employer Value Proposition (EVP) and HR-brand Strategies Based on the Employees’ Labor Interests of an International Bank in Russia

Student: Radchenko Anastasiia

Supervisor: Tatyana Lobanova

Educational Programme: Human Resource Management (Master)

Year of Graduation: 2019

For the last decade the importance of HR psychology has been very high, which aim is to study the principles of effective talent acquisition, development and retention. Strong HR-brand plays an important role in the above-mentioned things. The aim of the research is to is to recognize the main labor interests, which will base the EVP of the company and influence the promotion of HR-brand on the example of an international bank in Russia. Labor interests were analyzed with the help of empirical research: qualitative and quantitative studies. EVP and new HR-brand strategies were developed which are step-by-step implemented by the company.

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