IKEA: Recruitment and Employer Branding on the Local Labor Market

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IKEA, one of the largest worldwide retailers, continued its expansion in the Russian market. IKEA had two stores in Saint Petersburg (IKEA Parnas and IKEA Dybenko). In 2014 the decision to open a new retail outlet of IKEA in Saint Petersburg was made. One of the challenges was to recruit, select and hire efficiently employees for the new outlet. IKEA needed to assess its perceived attractiveness as an employer on the local Saint Petersburg labor market and improve the employer branding strategy.

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