Social media as an effective tool for promoting an HR brand among youth / Aery Garney Francis

Nowadays, the usage of social media has become an important instrument in managing and promoting the company’s HR brand. HR branding is a way to attract qualified employees creating more attractive image of work in the company compared to competitors. The study of the management and promoting of the HR brand has been reviewed by few foreign scientists and also in Russia. However, the problems of managing and promoting an HR brand are not well studied; there is a lack of systematic approach to the concept of an HR brand analysis and building a strategy of an HR brand promotion. This article is devoted to the study of the possibilities of social media to be an instrument for promoting HR bran among generation X, Y and Z. Sociologists distinguish generation X, Y and Z based on their differences of characteristic features. According to American scientist Neil Hove and William Strauss in 1991, every 20–25 years a new generation of people is born with character traits, habits and characteristics that set them apart from all the rest and then repeat among future generations. Generations X and Y are those who work after year 2000 in the labor market. This generation is able to use their talents for the benefits of business