The research article prepared by the research group from the Graduate School of Management of St. Petersburg University (GSOM SPbU) was published in the leading journal from human resource management rubrics, category B from the ABS list — the International Journal of Human Resource Management. The article is prepared by the team members fromthe Department of Organizational Behavior and Personnel Management, Associate Professors Dmitry Kucherov and Antonina Lisovskaia, Senior Lecturer Victoria Tsybova and Senior Lecturer of the Marketing Department Olga Alkanova.

The study Employer branding orientation: effects on recruitment performance under COVID-19 is based on a sample of 153 knowledge-intensive firms operating on the Russian labor market. The results revealed that employer branding orientation (EBO) positively related to employer branding strategy and employer value proposition (EVP) which, in turn, impact the recruitment performance. At the same time, the employer branding strategy and the employer value proposition acted as the intermediate mechanisms that explained this relationship. Researchers have also identified the moderating effect of COVID-19 influence on employer branding programs.

The research article is available on the web-site of the International Journal of Human Resource Management