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Development of an Employer’s Brand Promotion Program for the IT Company "Artezio" LLC

Student: Sukhonina Ekaterina

Supervisor: Gerasim Mkrtychyan

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

In modern conditions, characterized by a high level of competition in the labor market and a growing shortage of highly qualified personnel, the ability to attract and retain human resources is becoming an indispensable condition for the company to maintain its stable market positions. One of the approaches providing this goal, applying marketing technologies to more effectively attract, motivate and retain personnel, is the concept of an employer brand This paper is devoted to development of an IT company Artezio Employer Brand promotion program. The paper consider analysis of literary sources on the issue of the employer’s brand, research on various approaches and models. In the practical part of the work, the specifics of the company’s work are described, an internal study of the target audience according to the Universum model and analysis of internal data are carried out. An analysis of competitive positioning is also provided. Based on a study of internal and external aspects, a value proposition was drawn up, which formed the basis of the employer brand promotion program. By promoting the brand of the employer it is planned to achieve increased recognition, increased engagement and loyalty.

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