Social Media as an Effective Tool for Promoting an HR Brand Among Youth

DOI

10.2991/aebmr.k.200201.021How to use a DOI?

Keywords

HR brand, HR brand promotion, social media, generation theory the largest Russian companies, youth policy

Abstract

Currently all the large companies actively use social media having and promoting several dozens of official social accounts. This becomes as necessary as having an official website. The article is devoted to the study of the possibilities of social media to be an instrument for promoting an HR brand among young people. HR-branding is a way to attract qualified employees, but not only at the expense of high monetary rewards, but, mainly, creating a more attractive image of work in the company compared to competitors. The article discusses the features of the perception of information by modern generations of X, Y, Z, as well as the strategy for promoting HR brands of Russian companies among modern youth through social media which can help build a reputation and a positive image of the company in the eyes of potential employees

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Tatiana V. Komarova
AU  - Alexey V. Chernov
AU  - Victoria A. Chernova
PY  - 2020
DA  - 2020/02/10
TI  - Social Media as an Effective Tool for Promoting an HR Brand Among Youth
BT  - Proceedings of the 1st International Conference on Emerging Trends and Challenges in the Management Theory and Practice (ETCMTP 2019)
PB  - Atlantis Press
SP  - 100
EP  - 103
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200201.021
DO  - 10.2991/aebmr.k.200201.021
ID  - Komarova2020
ER  -