Corporate events as a tool for strengthening the HR brand of an educational institution
https://doi.org/10.21453/2311-3065-2025-13-4-198-208
Abstract
The article is about the role of internal corporate events in the strengthening of the HR brand of educational organisationals by the case of the “Best Lecturer” of RUDN University. We compare it with motivation practices in Moscow State University and Bauman Moscow State Technical University. Theoretically, the study draws on S. Barrow and T. Ambler’s approaches to employer branding. The empirical base includes an analysis of competition regulations and publicly available materials, a comparison of participation and communication formats, as well as the dynamics of audience engagement metrics on the universities’ owned channels (according to Brand Analytics) for April-October 2025. The study explores how RUDN University uses the interdisciplinary lecture format as elements of the HR brand, strengthens brand identity, and increases internal audience engagement in corporate communication. The comparative analysis shows that while Moscow State University and Bauman Moscow State Technical University have more institutionalized incentive models. RUDN University is expanding the audience and reducing barriers to participation, which increases employer appeal. The results obtained show that corporate events are a significant – but not exclusive – component of a multi-level HR branding system capable of stabilizing and amplifying a university’s internal communication and reputational capital.
About the Authors
A. V. Osmolovskaia
Patrice Lumumba Peoples' Friendship University of Russia
Russian Federation
Russian Federation
Osmolovskaia Anna Vasilievna, PhD (Philology), Associate Professor, Department of Advertising and Business Communications
6 Miklukho-Maklaya St., Moscow, 117198
Y. N. Zemskaya
Patrice Lumumba Peoples' Friendship University of Russia
Russian Federation
Russian Federation
Zemskaya Yulia Nikolaevna PhD (Philology), Associate Professor, Department of Advertising and Business Communications
6 Miklukho-Maklaya St., Moscow, 117198
A. V. Dolghova
Patrice Lumumba Peoples' Friendship University of Russia
Russian Federation
Russian Federation
Dolghova Antonina Vladimirovna, Director of the Department of Educational Projects, Office of Educational Policy, Assistant of the Department of Marketing
6 Miklukho-Maklaya St., Moscow, 117198
D. I. Churbakov
Patrice Lumumba Peoples' Friendship University of Russia
Russian Federation
Russian Federation
Churbakov Dmitry Igorevich, Master’s student in Advertising and Public Relations
6 Miklukho-Maklaya St., Moscow, 117198
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Review
For citations:
Osmolovskaia A.V., Zemskaya Y.N., Dolghova A.V., Churbakov D.I. Corporate events as a tool for strengthening the HR brand of an educational institution. Communicology. 2025;13(4):198-208. (In Russ.) https://doi.org/10.21453/2311-3065-2025-13-4-198-208
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