Impact of the COVID-19 Pandemic on the Change in Corporate Communications Systems in the Banking Industry in the Russian Federation

In this paper the impact of the COVID-19 pandemic on the change in corporate communications systems in the banking industry in the Russian Federation is explored. This study will help solve the problem of building external communications to form a positive employer brand for banking organizations. The purpose of the study is to study how changes in corporate communications in the organizations of the banking industry of the Russian Federation influenced the formation of the employer's image. The following tasks were set in the work: 1. Analyze the factors influencing the formation of the employer's brand and determine the role of external communications in the formation of the employer's brand; 2. Establish how changes in external corporate communications influenced the formation of the employer's brand; 2.1 Identify how the employee journey map (EJM) has changed in banks during the COVID-19 pandemic (2020-2021) - explore direct communication channels; 2.2 Analyze employer ratings (as a result of brand formation); 2.3 Study the features of indirect communication channels that affect potential employees - broadcasting social agendas (Inclusion & Diversity, Continuous Improvement, Bank Charity), maintaining trends (personalization, gamification, automation, digitalization); 3. On the basis of the analysis, identify patterns and trends associated with the process of forming the employer's image. As a result of the study, recommendations for building external communications to form a positive employer brand for organizations in the banking sector of the Russian Federation are formulated. Some of the suggested recommendations are related to direct communication channels (recruitment and adaptation process): • preliminary assess the effectiveness of online events; • invest in the development of guidelines for communication with potential employees; • invest in the process or automation and digitalization of HR processes; • prioritize office visits for new employees; • organize regular team meetings; • develop gamified and department-specific adaptation plans. Other recommendations are broader in nature and are related to indirect channels of communication.