Academic article Brand orientation, employer branding and internal branding: Do they effect on recruitment during the COVID-19 pandemic? by the experts from the Graduate School of Management of Saint Petersburg University (GSOM SPbU) was published in the Journal of Business Research — an international ABS rated journal (level B).

The publication was prepared by Associate Professors of the Department of Organizational Behavior and Personnel Management Dmitry Kucherov, Antonina Lisovskaia, Victoria Tsybova, and Senior Lecturer at the Marketing Department Olga Alkanova.

"Over the last twenty-five years, employer branding has been a subject of increasing attention among Human Research Management (HRM) scholars and practitioners. However, very limited research has explored the link between employer branding and HRM performance. To address the gap, in this study we explored how employer branding orientation impacted recruitment outcomes during the COVID-19 pandemic. In addition we combined both the brand orientation and internal branding concepts to better empirically explain their impact on building employer brand orientation", — the authors note in the abstract. 

The study is based on the data collected from 233 Russian and foreign companies operating on the Russian market. The results prove a positive relationship between a company's employer branding orientation and recruitment outcomes. In addition, branding strategy and employer value proposition are intermediate mechanisms that explain this kind of relationship. 

Full text is available on the journal's website.