Developing Employer Brand for IT Company

Due to a massive shift to remote work and an increased demand for digital transformation services in response to the coronavirus crisis, the competition for qualified IT specialists in Russia has spiraled out of control. More frequently recruiters started to experience such consequences as growing salary expectations, high personnel turnover, and increased time to fill a job opening. In these circumstances, employer brand has become an important tool used by companies to attract and retain talent. The object of this research is a software services company named Orion Innovation, previously known as MERA. After joining forces with a prominent IT vendor, the company began the rebranding process and adopted an aggressive growth strategy. To achieve its strategic goals, the company needs to update the EVP and strengthen the employer brand promoted to employees and potential candidates. To that end, we conducted an HR brand audit using such tools as expert interview, secondary data analysis, and competitor analysis. The central part of the thesis is devoted to the research of motivational factors for IT engineers based on the feedback from nearly 900 respondents. The collected data was used to update the company’s employer brand platform and distinguish areas for improvement of internal and external HR brand.