Attractiveness of the External Employer Brand of Federal Government Bodies for Students of Moscow Universities

In recent years, there has been a decline in those wishing to work in government agencies. In this regard, the assessment and analysis of the attractiveness of the external brand of the employer of the federal government bodies are becoming more relevant. At the same time, it is necessary to note the problem of the need to rejuvenate the staff of state bodies. Currently, government agencies are experiencing a shortage of highly qualified young specialists, new approaches in the public administration system, and a fresh and innovative look at current problems. The problem of competition for highly qualified young specialists is most relevant for such a megalopolis of Russia as Moscow, where a young specialist - a graduate of the country's leading university has more opportunities to realize himself. These problems are reinforced by the fact that students of the country's leading universities, with successful training and high academic performance, as a rule, have the opportunity to receive offers for internships and employment from well-known world companies with an impeccable reputation, opportunities for professional development and transparent high career growth. Well, and one of the main factors aggravating the position of the service is the many times larger salary fund of these companies. The identified problems can flow into a more global problem - the absence or late application of advanced knowledge and technologies in various spheres of public administration. The consequence of this problem may be a low level of efficiency of the activities of state institutions, an insignificant development of the quality of life of citizens or its absence. All of the above will undoubtedly cause a negative reaction among the population, which intensifies against the background of a comparative analysis of the activities of state bodies in various countries, which can lead to destabilization of the life of the state. Therefore, the state should keep pace with world development, be interested in attracting highly qualified young specialists, applying new approaches and a “fresh look” to solving urgent problems. To solve these problems, first of all, it is necessary to assess the attractiveness for young, talented and highly qualified specialists of the external brand of the employer of the federal government authorities. As a result of the study, it will be possible to determine what influences the attractiveness of the employer brand of the federal government bodies. The methodology and results of the study can be used to assess the attractiveness of the employer brand of federal government agencies among specialists within a certain industry. Also, the specified methodology and results can be used to assess the attractiveness of the employer brand of state bodies of the constituent entities of the Russian Federation, differentiating the research samples.