What is the Effect of Corporate Rebranding on Job Seekers’ Intention to Apply? An Exploration of Russian Market Restructuring of 2022

In the wake of the Russian market restructuring in 2022, the significance of employer branding in attracting qualified applicants has become paramount. This research delves into the estimation of brand value and its impact on attracting potential candidates. Through a comprehensive literature review, the study explores theories of branding, employer attractiveness, and the influence of brand on willingness to apply. The research methodology involves a sample of business students from prominent universities in Saint Petersburg, Russia, to gather insights on perceived brand attributes and brand preferences. The obtained findings demonstrate a negative impact of rebranding on intention to apply. By examining the relationship between rebranding, brand equity, brand image and intention to apply, this study aims to provide valuable insights for organisations seeking to enhance their employer brand value in a post-restructuring market scenario.