Social Media as an Effective Tool for Promoting an HR Brand Among Youth

Currently all the large companies actively use social media having and promoting several dozens of official social accounts. This becomes as necessary as having an official website. The article is devoted to the study of the possibilities of social media to be an instrument for promoting an HR brand among young people. HR-branding is a way to attract qualified employees, but not only at the expense of high monetary rewards, but, mainly, creating a more attractive image of work in the company compared to competitors. The article discusses the features of the perception of information by modern generations of X, Y, Z, as well as the strategy for promoting HR brands of Russian companies among modern youth through social media which can help build a reputation and a positive image of the company in the eyes of potential employees.