title: PR-Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° ÑÐ°Ð±Ð¾ÑÐ¾Ð´Ð°ÑÐµÐ»Ñ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐÐ Â«ÐÐ¾Ð·Ð´ÑÑÐ½ÑÐµ ÐÐ¾ÑÐ¾ÑÐ° Ð¡ÐµÐ²ÐµÑÐ½Ð¾Ð¹ Ð¡ÑÐ¾Ð»Ð¸ÑÑÂ»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: PR-instruments of employer brand formation (on the example of âNorthern Capital Getawayâ)
Creators: name: ÐÐ¾ÑÐ°Ð¿Ð¾Ð²Ð°, ÐÐ¾Ð»Ð¸Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: PR-Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ
Ð±ÑÐµÐ½Ð´ ÑÐ°Ð±Ð¾ÑÐ¾Ð´Ð°ÑÐµÐ»Ñ
HR-Ð±ÑÐµÐ½Ð´
Ð²Ð½ÐµÑÐ½Ð¸Ð¹ HR-Ð±ÑÐµÐ½Ð´
Ð²Ð½ÑÑÑÐµÐ½Ð½Ð¸Ð¹ HR-Ð±ÑÐµÐ½Ð´
Ð°Ð²Ð¸Ð°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ Ð¾ÑÑÐ°ÑÐ»Ñ
ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð±ÑÐµÐ½Ð´Ð° ÑÐ°Ð±Ð¾ÑÐ¾Ð´Ð°ÑÐµÐ»Ñ
Ð°ÑÑÐ¾Ð¿Ð¾ÑÑ ÐÑÐ»ÐºÐ¾Ð²Ð¾
ÐÐ·Ð»ÑÑÐ½Ð°Ñ Ð¿Ð¾Ð»Ð¾ÑÐ°
PR-tools
employer brand
HR-brand
external HR-brand
internal HR-brand
aviation industry
formation of employer brand
Pulkovo airport
Runway

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description: This work is devoted to the research of the most effective PR-instruments of formation of external HR-brand of the company in the aviation industry, as well as the development of the communication project of development of the employers brand of Pulkovo Airport âLetâs turn to the Runwayâ. In the course of the research the following tasks were solved: approaches to the definitions of "employer brand" and "HR-brand", as well as the types and features of their formation were studied, the ways of using PR tools in the formation of employer brand were analyzed, effective PR-tools of attracting potential job seekers in the aviation industry were identified, the activity of âNorthern Capital Getawayâ was characterized, PR-tools of forming internal and external HR-brand of âNorthern Capital Getawayâ were analyzed, as well as PR-tools of forming internal and external HR-brand of âNorthern Capital Getawayâ were analyzed. The paper deals with the theoretical basis of employer brand. Foreign and domestic approaches to the terms âemployer brandâ and âHR-brandâ are presented. The most effective and widespread PR tools used for the development of employer brand in the aviation industry are listed, examples of relevant cases from the industry are given. In the practical part of the paper the characteristics of âNorthern Capital Getawayâ are described and aspects of internal and external HR-brand of the company are analyzed, PR-tools used by the organization to develop the employer brand at present are defined. A survey was conducted among the participants of the âRunwayâ project to determine the level of loyalty of current employees to âNorthern Capital Gatewayâ as an employer, as well as to identify the most effective ways of interaction with potential job seekers.Â  Based on the results of the data obtained during the research, the most effective channels of communication with the Projects target audience were found. A communication project was developed to promote career guidance activities for potential employees of Pulkovo Airport âLets turn to the Runwayâ.