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Abstract <p>This article examines the development and implementation of employer marketing in the aircraft manufacturing industry as a tool for attracting, developing, and retaining highly qualified specialists. The role of HR branding in strengthening the company’s reputation, fostering employee loyalty, and increasing employee engagement in innovation processes is substantiated. Particular attention is paid to the impact of digital transformation on the tools and channels of communication between employers and potential candidates (corporate media, professional communities, platforms for interaction with universities, and social media). A conceptual model of employer marketing with three interconnected levels is proposed based on an analysis of the practices of Russian and international aircraft manufacturers. The levels are strategic (mission, values, and company positioning), tactical (communication strategies and HR initiatives), and operational (internal brand and retention programs). It is concluded that effective employer marketing not only helps reduce HR risks but also strengthens the long-term innovative potential of aircraft manufacturing companies.</p>

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Employer Marketing in the Aircraft Industry: Recruitment and Retention of Engineering Talent in the Context of Digital Transformation

  • 期刊论文

  • 发表日期：

    2026年2月1日

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  • N. V. Arsen’eva,
  • G. V. Tikhonov

摘要

Abstract

This article examines the development and implementation of employer marketing in the aircraft manufacturing industry as a tool for attracting, developing, and retaining highly qualified specialists. The role of HR branding in strengthening the company’s reputation, fostering employee loyalty, and increasing employee engagement in innovation processes is substantiated. Particular attention is paid to the impact of digital transformation on the tools and channels of communication between employers and potential candidates (corporate media, professional communities, platforms for interaction with universities, and social media). A conceptual model of employer marketing with three interconnected levels is proposed based on an analysis of the practices of Russian and international aircraft manufacturers. The levels are strategic (mission, values, and company positioning), tactical (communication strategies and HR initiatives), and operational (internal brand and retention programs). It is concluded that effective employer marketing not only helps reduce HR risks but also strengthens the long-term innovative potential of aircraft manufacturing companies.