Perception of the Employer Brand by Young Professionals in the Banking Sector

Nowadays the employer brand is one of the most discussed topics in the field of human resource management and marketing. It is located at the junction of these two directions. Modern companies that follow trends in the market pay special attention to creating their own competitive brand, realizing that this greatly affects the ability to attract talented employees. The topic of employer brand development aimed at young professionals is gaining momentum, but despite this, there are not many theoretical and empirical studies devoted to this topic. This is especially true for the banking sector, given the complex compatibility of conditions of rigid bureaucracy and new trends in the market. The goal of the research is a multi-faceted study of the perception of the company n brand in the banking sector by young professionals in the modern world. The object of research is the employer's brand. The subject of the research is the positioning of the employer's brand aimed at young professionals. As a practical significance of the work, recommendations were developed based on the results of the study, supported by answers to research questions. The conducted qualitative research will help in answering these questions and can be applied in the future in many modern companies in Russia, due to the fact that at the moment there is a lack of information in this area of the domestic market.