Abstract

The goal of this article is to investigate the impact of corporate social media on the perception of employer brand image and employer attractiveness which, in turn, could lead to application intention of Millennials in FMCG industry in Russia. The research model was tested through questionnaire from 119 bachelors, masters, and graduates in the Russian leading business school. The empirical data was analyzed with regression analysis. At the second stage, six semi-structured interviews in two Russian business schools were conducted to receive deeper insights. As hypothesized, both high level of information availability and employees’ engagement in social media led to the positive perception of the employer brand image as well as to attractiveness perception. The latter, in turn, increased the application intentions of Russian Millennials. The qualitative research provided additional evidence about the advantages of using social media for recruitment and employer branding needs, expected content, and the role of particular social media tools in enhancing the employer branding programs in FMCG industry in Russia. Limitations of the study relate to inability of generalization (the research was undertaken for FMCG industry), noninclusion of some demographic characteristics, and opportunity to include the intermediate mechanisms into the model. The study enhances current knowledge about the role of social media in enhancing employer branding and recruitment initiatives. It contains a set of particular recommendations for FMCG employers.

摘要

本文的目的是调查企业社交媒体对雇主品牌形象和雇主吸引力的感知的影响，进而可能导致千禧一代在俄罗斯快速消费品行业中的应用意图。通过对来自俄罗斯领先商学院的119名学士，硕士和毕业生的问卷调查，对研究模型进行了测试。对经验数据进行回归分析。在第二阶段，对两所俄罗斯商学院进行了六次半结构化访谈，以获取更深刻的见解。如假设的那样，高水平的信息可用性和员工在社交媒体中的参与度都导致对雇主品牌形象的正面看法以及对吸引力的看法。后者反过来增加了俄罗斯千禧一代的申请意图。定性研究提供了更多证据，证明了使用社交媒体满足招聘和雇主品牌需求，预期内容以及特定社交媒体工具在增强俄罗斯快速消费品行业中雇主品牌计划方面的作用。研究的局限性在于无法推广（该研究是针对快速消费品行业进行的），不包括某些人口统计学特征以及将中间机制纳入模型的机会。该研究增强了有关社交媒体在增强雇主品牌和招聘计划中作用的最新知识。它包含针对快速消费品雇主的一系列特殊建议。以及特定社交媒体工具在增强俄罗斯快速消费品行业的雇主品牌计划中的作用。研究的局限性在于无法推广（该研究是针对快速消费品行业进行的），不包括某些人口统计学特征以及将中间机制纳入模型的机会。该研究增强了有关社交媒体在增强雇主品牌和招聘计划中作用的最新知识。它包含针对快速消费品雇主的一系列特殊建议。以及特定社交媒体工具在增强俄罗斯快速消费品行业的雇主品牌计划中的作用。研究的局限性在于无法推广（该研究是针对快速消费品行业进行的），不包括某些人口统计学特征以及将中间机制纳入模型的机会。该研究增强了有关社交媒体在增强雇主品牌和招聘计划中作用的最新知识。它包含针对快速消费品雇主的一系列特殊建议。有机会将中间机制纳入模型的机会。该研究增强了有关社交媒体在增强雇主品牌和招聘计划中作用的最新知识。它包含针对快速消费品雇主的一系列特殊建议。有机会将中间机制纳入模型的机会。该研究增强了有关社交媒体在增强雇主品牌和招聘计划中作用的最新知识。它包含了针对快速消费品雇主的一系列特殊建议。