TY - JOUR

T1 - Social Media in Employer Branding in FMCG in Russia

T2 - Millennials’ Perspective

AU - Kucherov, Dmitry

AU - Zhiltsova, Ekaterina

N1 - Kucherov, D. Social Media in Employer Branding in FMCG in Russia: Millennials’ Perspective / D. Kucherov, E. Zhiltsova // Journal of East-West Business . - 2020. - Volume 27, Issue 2. - P. 160-183. Publisher Copyright: © 2020 Taylor & Francis Group, LLC.

PY - 2021

Y1 - 2021

N2 - 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.

AB - 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.

KW - Employer branding

KW - FMCG industry

KW - Russia

KW - millennials

KW - recruitment

KW - social media

KW - SCOPUS

UR - https://www.tandfonline.com/doi/full/10.1080/10669868.2020.1862383

UR - http://www.scopus.com/inward/record.url?scp=85098575812&partnerID=8YFLogxK

U2 - 10.1080/10669868.2020.1862383

DO - 10.1080/10669868.2020.1862383

M3 - Article

VL - 27

SP - 160

EP - 183

JO - Journal of East-West Business

JF - Journal of East-West Business

SN - 1066-9868

IS - 2

ER -