Uliana Yu. Normaeva, Dina N. Kurkova Employer Brand as a Factor in Students' Employment Choices

DOI: 10.38050/2078-3809-2025-17-4-200-222  

Abstract

The unique values and workplace expectations of Gen Z necessitate adapting HR strategies and management tools, including employer brand development. The purpose of the article is to explore the role of the employer's brand in the process of employment by representatives of this generation using the example of students of the Faculty of Economics of Lomonosov Moscow State University. The article presents an empirical study based on a survey. The collected data were analyzed using statistical methods with GRETL, Python, and Excel. Based on the results, the study proposes student audience segmentation and identifies the key factors influencing employer choice along with the most effective communication channels for each group. The results of the study provide companies with a practical basis for developing personalized strategies for attracting, retaining and adapting personnel policies to the needs of young professionals of Gen Z, as well as contribute to understanding the impact of generational trends on the labor market and indicate areas for further research.

Keywords: Employer Brand, Student Job Choice, Student Employment, Generation Z.

JEL: M310, J420.

For citation: Normaeva, U.Y., Kurkova, D.N. (2025) Employer Brand as a Factor in Students' Employment Choices. Scientific Research of Faculty of Economics. Electronic Journal, vol. 17, no. 4, pp. 200-222. DOI: 10.38050/2078-3809-2025-17-4-200-222.

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