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Assessment of the Attractiveness of the Bank's Employer Brand

Student: Popova Anastasiya

Supervisor: Olga Zelenova

Faculty: Graduate School of Business

Educational Programme: HR Analytics (Master)

Year of Graduation: 2021

The purpose of this study is to assess the attractiveness of the employer brand of Bank A and develop recommendations for improving it. During the preparation of the study, the following research questions were raised: • What are the goals and objectives of Bank A's employer brand? • What elements does Bank A's value proposition include? • How is the brand attractiveness of Bank A's employer evaluated? • What is the rating of Bank A as an employer in the labor market? • What factors influence the attractiveness of Bank A as an employer for external candidates? • What factors influence the attractiveness of Bank A as an employer (job satisfaction) for its employees? • Does the attractiveness of Bank A as an employer differ between external candidates and its employees? What factors show the greatest differences? * What are the ways to address and overcome these differences? As a result of the work, a number of recommendations were developed, including practical steps for implementation.

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