Employer Branding as a Form of Organizational Adaptation to the Modern Labor Market

Student: Chetverikova Elizaveta

Educational Programme: Sociology of Public and Business Sphere (Master)

Year of Graduation: 2020

The purpose of this research is to study employer branding as one of the forms of adaptation of business organizations to the modern labor market. In this paper, the phenomenon of employer branding is considered from the point of view of sociological theory, namely, from the point of view of institutional isomorphism. An empirical study of the external employer brand of employers on the Headhunter job search site was conducted to identify how companies broadcast their image as an employer using multi-modal job ads and a company profile on the Headhunter site. The research method is content analysis. Based on the results of the study, practical recommendations for working with the employer brand were developed for employers.

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