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The Establishment of Digital Communication of Employer Brand Using the Example of Intel Russia

Student: Daria Sokolova

Supervisor: Ekaterina Artyushina

Faculty: Faculty of Management

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

The study raises the question of the role of the formation of a communication strategy in the digital environment as part of the formation of the HR -brand of an IT-company. The goal was to create a digital communication brand of the employer of JSC "Intel A/O" in the Russian IT-labor market. Having considered the main theoretical approaches related to employer brand communication and features of the IT talent market, the author proposed changes required to increase the number of responses to open internship positions and strengthen the image in the talent market. The practical part of the research is based on the methods of in-depth interviews and online surveys. A quantitative analysis of the responses received confirmed the need to introduce new communication channels to promote the company's core values and goals, and it was also proved that most potential employees are interested in working with the company, but can not find information about the terms of the internship, main projects and contact persons for communication.

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