Key Value Aspects of Forming an Employer Brand to Attract Generation Z

This paper explores how to build an effective employer brand for Generation Z, taking into account their values. In the past few years, a new category of employees has appeared on the labor market - they are representatives of generation Z. Their percentage in the structure of the company's employees is constantly growing. And companies have not yet learned how to effectively recruit them as employees. Therefore, the topic of this study will be to study what value aspects of representatives of generation Z must be taken into account in order to form an employer brand for a particular company (in this work - Mail.ru Group) for them. The general goal of the study is to develop recommendations for Mail.ru Group on how to work on an employer brand based on the distinguished values ​​of generation Z. To achieve this goal, a number of tasks were solved: - Studying the conceptual framework and academic approaches to developing an employer brand and value proposition within it; - Study of the generational approach: identification and systematization of factors influencing the choice of an employer by representatives of generation Z in relation to other generations; - Analysis of the specifics of the market of technology companies and identification of the features of building an employer brand by them, as well as an analysis of HR policies of the main competitors of Mail.ru Group; - Carrying out a qualitative and quantitative study of the current employer brand of Mail.ru Group; - Development of recommendations for working on an employer brand for Generation Z employees for Mail.ru Group. The methodological basis of this research is formed by various methods of scientific knowledge. The purpose of this study will be achieved through the use of mainly qualitative and quantitative methods. A mixed type of research will be used for the research: QUAL -> quant. The main result of the work is recommendations for Mail.ru Group on working with its employer brand, aimed at Generation Z.