Harnessing higher education to foster corporate citizenship within the demographic sphere

Introduction. In the context of identifying tools for the development of human capital, it is important to examine the perspectives of young people, as future participants in the labour market, concerning the possibility of combining parental and professional roles. This research focuses on the prospects for integrating higher education into the processes of shaping corporate citizenship within the demographic sphere. Aim. The present study aimed to analyse Russian students’ perceptions of the importance of corporate demographic policy practices in the implementation of reproductive and career strategies. Methodology and research methods . The methodological foundation of this study was a qualitative analysis of essays written by 112 university students from the Siberian and Ural Federal Districts. Two key indicators were identified and evaluated using content analysis: 1) the level of interest in corporate family support measures; and 2) the perceived impact of these measures on personal reproductive decisions . Results. It was revealed that students hold certain views and varying levels of interest in corporate support measures for employees with families. A correlation was identified between the degree of interest in corporate demographic policy measures and their influence on students’ reproductive plans. Scientific novelty . The scientific novelty lies in the development of an original approach to integrating business and educational institutions to support a pro-natalist policy. Practical significance . The results obtained can be used to develop a model for integrating the corporate sector and institutions of higher education in the informational promotion of successful examples of corporate demographic policies. This aims to shape students’ attitudes towards combining career and reproductive plans, thereby enhancing high-value human capital in the regions.