Key Aspects of Corporate HR-Branding: Case of Generation Z

The current paper investigates the issue of HR branding for Generation Z employees. This research is dedicated to narrowing the gap between practical and theoretical knowledge about how centennials choose the potential employer. The purpose of this study is to reveal unique behavioural patterns candidates display in order to properly assess the key factors that may positively influence the value formation of Generation Z. With this aim in mind, the qualitative analysis and quantitative research methods will be employed. To achieve these objectives, 15 primary sources were analyzed, a frequency analysis of social networks of the Top-9 employers in the Russian market was implemented, and 27 interviews with representatives of Generation Z were conducted. It is expected that the results of the current study will allow us to define the key aspects of Corporate HR branding for Generation Z employees. As a result, it is anticipated to finding a correlation between the behaviour of centennials in the domestic labour market, the factors that affect HR branding and the way it is shaped by employers and theoretical concepts.