Developing the Employer Brand as an Instrument in Talent Attraction in IT Sector

Student: Gilmutdinova Irina

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Management (Bachelor)

Final Grade: 9

Year of Graduation: 2021

Attracting talented IT-specialists become more difficult and expensive process for organizations due to the lack of professionals. One of the strategic tools to resolve the issue is the Employer Brand (or HR-brand in Russian literature), which proved to be effective in attracting personnel. This paper is aimed to refine Xsolla's HR brand based on the findings of the developers' needs and motivations. A series of 7 semi-structured interviews were conducted with developers who are the target audience of the company's HR-brand, and the main factors for job selection and retention were identified. As a result of this work we provide recommendations to improve the HR-brand of the company, which in the medium term can cause a positive effect in attracting new employees to the organization.

Full text (added May 26, 2021)

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