HR-Brand of FMCG-Companies as a Factor in Choosing an Employer among University Graduates

Student: Kreydlina Victoria

Supervisor: Olga Logunova

Educational Programme: Integrated Communications (Master)

Year of Graduation: 2021

This master's thesis is about HR branding. It is presented in three chapters. The first chapter contains an examination of the term "HR-brand", its main characteristics, channels and principles of its creation, features of employer branding in the field of FMCG, as well as the latest trends in this area. Also, the first chapter contains the author's classification of HR branding tools. The second chapter is devoted to the analysis of the interaction of employers with students and graduates: the target group - young people - is considered through the prism of the theory of generations, the main patterns of behavior in the context of lifestyle and attitudes to work are highlighted. The third chapter is an empirical study: it describes and justifies the methodology, and offers a detailed analysis of the data obtained in the course of conducting quantitative and qualitative research.

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