Digital Marketing Tools in Online Employer Branding

Today a strong employer brand serves as a guarantee of a long-term and sustainable development of the company, since this tool allows not only to attract the most qualified and motivated people, but also to make employees truly involved in daily work and achieving results. The purpose of the research is to study the theoretical aspects of building an employer's brand, basic concepts and basic marketing tools, as well as to determine which of the digital marketing tools can be applied and are already used in promoting the employer's brand on the market, and which are the most effective. The study also aims to examine the current situation in employer brand sphere on Russian labor market and to describe the best practices of companies with a strong employer brand and market trends. Main methods of this research are qualitative analysis, analysis of theoretical and practical literature, interviews and content analysis of Russian companies’ websites and social media pages. The results of the research include: the list of best practices and approaches in online employer branding relevant for the market, data about employer branding strategies and trends from different companies with a strongly developed employer brand. Moreover, the study will provide a comprehensive overview of the digital marketing and online employer branding tools that can be used by existing companies for developing an employer brand strategy.