Employer Branding In The Railway Industry

Abstract

The article is dedicated to the creation of an employer brand in the transport industry on the example of the Russian Railways holding. The article describes the situation on the labour market and analyses the ideas of job seekers and potential candidates about work in the company and in the transport industry based on surveys of research companies. The reasons for these ideas are investigated and the cultural and historical context of the development of the transport industry and Russian railways is described. The current state of the transport industry and key projects of Russian Railways are described. The article provides a brief description of projects aimed at developing and promoting the Russian Railways brand as an employer. In particular, it is about the creation of an Employee Value Proposition (EVP), the launch of the company's Career Portal, the development of the RZD.GENERATION program, which allows attracting young talent from among students to the company, as well as working with digital and offline tools in the framework of development of internal communications with employees.

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This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.

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Publisher

European Publisher

First Online

25.09.2021

Doi

10.15405/epsbs.2021.09.02.97

Online ISSN

2357-1330