Developing Internal Employer Brand as a Marketing Tool to Attract Generation Z on the Example of Vimpel Company

This work aims to analyze the effectiveness of internal employer brand concerning generation Z candidates on the example of Vimpelcom Company (working under the trademark of “Beeline” in the Russian Federation) and to form a list of recommendations for its further development. This paper consists of 4 parts. Firstly, it is competitors’ benchmark – a study of practices of the companies that compete with Beeline on the Russian market. Secondly, it is qualitative research through conducting interviews with current generation Z employees in Beeline to form a list of current instruments used in a company. Thirdly, it is quantitative research based on the online survey with potential Vimpelcom employees – representing generation Z. This will help to evaluate the company’s strengths, attractiveness and make statistical analysis of the instruments present in the company. Fourthly, a list of recommendations based on the results of QUAL and QUANT parts. In conclusion, the paper presents a list of specific recommendations for the Marketing and Human Resources departments to help attract the most skillful and promising candidates from generation Z in the years coming.