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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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ID R30-03156

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Liburkina L. M.

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EGC in HR Management: From Advertising to Building Corporate Culture
Ostapchuk T. P., Biriuchenko S. Y., Tsaruk I. M.

Ostapchuk, Tetiana P., Biriuchenko, Svitlana Yu., and Tsaruk, Iryna M. (2026) “EGC in HR Management: From Advertising to Building Corporate Culture.” Business Inform 4:9490–9490.

Section: Management and Marketing

Article is written in Ukrainian
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UDC 005.95/.96: 659.1

Abstract:
Under martial law in Ukraine, there is a critical outflow of highly skilled personnel. The labor shortage intensifies competition among companies in the job market, highlighting the need for innovative tools to attract talent. In this context, Employee Generated Content (EGC) – content created by employees – becomes a promising digital tool for HR management. The aim of the article was to explore the role of EGC in HR management: from its use in advertising to its impact on the corporate culture of a company. To achieve this aim, methods of analysis and synthesis, induction and deduction, abstraction, and a system approach were used. The empirical basis included content analysis of employee publications, comparative case analysis (Kyivstar, Silpo, Aurora, EVA, Ukrzoloto), and SWOT analysis of EGC. As a result of the study, EGC was defined as content that reflects employees’ perspectives through various formats. The influence of EGC as a component and factor in developing corporate culture on the employer brand has been determined. Three models of EGC formation have been identified: ambassador programs, institutional platforms, and social recruiting. It has been proved that information from employees is perceived as more reliable and trustworthy. The mechanisms of influence through identity formation, value support, adaptation, and feedback have been analyzed. For the first time, EGC has been comprehensively studied in the context of Ukrainian HR management during wartime. Formats and ways to motivate employees to generate content have been systematized. The strategic role of EGC as a tool to strengthen the employer brand has been substantiated. Prospects for further research in this area include conducting an analytical study on recruitment budget savings through the use of EGC by leading Ukrainian companies and analyzing the media that most effectively support such content.

Keywords: Employee Generated Content (EGC); HR management; advertising; corporate culture; HR communications; social recruiting; employer brand.

Fig.: 1. Tabl.: 2. Bibl.: 29.

Ostapchuk Tetiana P. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Management, Business and Marketing Technologies, Zhytomyr Polytechnic State University (103 Chudnivska Str., Zhytomyr, 10005, Ukraine)
Email: [email protected]
Biriuchenko Svitlana Yu. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management, Business and Marketing Technologies, Zhytomyr Polytechnic State University (103 Chudnivska Str., Zhytomyr, 10005, Ukraine)
Email: [email protected]
Tsaruk Iryna M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management, Business and Marketing Technologies, Zhytomyr Polytechnic State University (103 Chudnivska Str., Zhytomyr, 10005, Ukraine)
Email: [email protected]

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