If you're not pulling your weight, it's unlikely you'll find someone willing to work for you.
In the dynamic business landscape of Russia, employer branding has emerged as a critical strategy for companies aiming to attract and retain top talent. According to Nina Osovitskaya, defining an Employer Value Proposition (EVP) is the first step in this process.
A study by staffing group ANCOR in the II quarter of 2025 revealed that 68% of companies are already investing in employer branding, with 11% planning to join the bandwagon in the near future. This shift away from viewing employer branding as an optional extra is evident, as fewer employers use lack of funds as an excuse compared to previous years.
However, the report also highlighted some challenges. 26% of companies have postponed HR brand development indefinitely, while another 34% cite lack of funds, 13% don't see the benefits, 10% believe their current brand identity is sufficient, and 8% complain about lack of time.
Interestingly, larger companies have a higher rate of engagement in HR branding. Over half (55%) of companies that focus on their brand have a dedicated employee or team for HR branding. Large employers have such specialists 86% of the time, while small businesses can only afford them 41% of the time.
In contrast, among companies with fewer than 100 employees, only 36% engage in employer branding. Larger companies with more than 1,000 employees have a higher rate of 50%.
The importance of a strong employer brand is underscored by Osovitskaya, who believes it can be a small company's most powerful tool. Similarly, Eugene Korsakov emphasises building a positive reputation among potential candidates as a strategic move for any large business.
Job seekers are becoming more demanding, according to Anastasia Borovskaia. A strong and positive employer brand can be a deciding factor for these job seekers, as per Korsakov's observations.
Transparency and honesty in job advertisements are also crucial, Borovskaia emphasises. Unfortunately, the search results do not provide specific names or a clear list of companies that announced the development of their brand as a long-term goal in the last seven years but have not concretely implemented it so far.
On a positive note, hh.ru's online survey conducted between August and October 2025 found that 45% of Russian employers actively promote their brand, with the figure remaining unchanged since 2018. Another 12% of employers are considering a three-year perspective for brand development.
Industries such as IT companies, wholesale trading enterprises, retail, and transportation and logistics are the most likely to work on their reputation. The number of companies that don't understand what HR branding is has decreased over the past 7 years.
In conclusion, while progress is being made in the realm of employer branding in Russia, there is still room for improvement. Companies that prioritise this area are likely to reap the benefits in terms of attracting and retaining top talent.
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