HR-branding of Electrical Engineering Company in Knowledge-Based Society

Abstract

The article focuses on HR-branding of electrical engineering company as a specific issue for a knowledge-based society. The theoretical framework of the research was composed by Russian scientific papers in economics, dealing with HR-branding issues [Kucherov, 2012, 2013; Rezanovich, 2014; Tokareva & Berkutova, 2016; Volkovitskaya, 2015, and others], Russian [Osovitskaya, 2017, 2018, 2019; Ivanova, 2019] and foreign scientists in PR, advertising, marketing, and psychology [Russel, Brannan, 2016; Biswas, 2016; DeMotta, Sen, 2017; Kissel, Butgen, 2015; Helm, Renk, Mishra, 2016, and others]. An electrical engineering company ELTECH, its HR-brand development issue served us as a research object (46 employees of the office and 300 students studying electrical engineering were our respondents).