The image of state high-tech corporations as a factor in the professional choice of modern youth

UDC 629.7+316.6-52-53

DOI 10.20339/AM.01-24.069

Natalia S. Zimova, PhD, Docent, School of Contemporary Social Sciences at Lomonosov Moscow State University, ORCID: 0000-0003-0545-6317, Author ID RSCI: 690128,

e-mail: nzimova@mail.ru

Sofia M. Kalashnik, graduate student, School of Contemporary Social Sciences at Lomonosov Moscow State University, e-mail: kalashnik02@yandex.ru

The article is devoted to the analysis of the image of Russian high-tech state corporations, which in modern conditions are faced with the problem of attracting and retaining young specialists. One of the factors influencing the professional choice of young specialists is the image of corporations among young people. Based on the theory of social construction of reality and on articles on the formation of a corporate image, the authors highlight the social image of state corporations, which is formed spontaneously in the minds of young people under the influence of historical, social, cultural factors, and the image constructed by the management of state corporations using management technologies. Using the example of the state corporation Roscosmos, the authors identified and compared the social image among young people and the constructed image. In-depth interviews with representatives of the relevant departments of the Roscosmos corporation made it possible to identify the desired image for the corporation as an innovative and high-tech corporation that maintains its leading position in space, which is promising for young professionals. A questionnaire survey of Moscow youth revealed the predominance of a negative image of the company, which is especially pronounced among graduates of specialized educational institutions and young specialists in the aerospace industry. The identified discrepancy between the constructed image and the real image of the state corporation Roscosmos has a negative impact on attracting young specialists. The authors propose a number of measures aimed at solving the problem of constructing a positive image of state-owned high-tech corporations among young people.

Keywords: state high-tech corporations, state corporation “Roscosmos”, construction of social reality, image, corporate image, social image, professional choice, professional preferences of youth.

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