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Recruitment Marketing as a part of Employer Brand
Lidiya Nadych-PetrenkoJTI Ukraine
Somewhere on the Dnieper river, October 6, 2008
JTI
• #3 Tobacco Company in the World• Winston, Camel, Mild Seven, LD,
Sobranie & Glamour• 3 of 5 most popular cigarette brands • 23 000 employees worldwide• #1 Tobacco Company in CIS• Top100 FT500
JTI Ukraine
• Since 1993• 1600 Employees• 2 Factories• 600/450 HQ/Sales Force• 9 regional Offices• #2 in Ukraine• Winston #1
Premises of Employer Brand Development in JTI
“-”• Labor Market
Conditions• Controversial
product• Lack of Company
Brand Awareness• Turnover
“+”• Excellent loyalty
results• Gallaher Aquisition• Stronger market
position• Competitive C&B • T&D system
Why JTI?
• One of the top 15 best training and development Companies in Ukraine (Personnel Development Magazine)
• 6th place in attractiveness rating (Delovoy)
• 1st place in loyalty rating (Delovoy)• 10th place E&Y research
Employer Brand
A set of attributes that makes an organization distinctive and attractive to those who will feel an affinity with it and deliver their best performance within it.
The employer brand describes the package of functional, economic and psychological benefits provided by employment and identified with the employing company”.
Role of Employer Brand
Ancor research 2007
Components of Choice Decision
Business Management HR practicesStability•Age•Market position•Clients and products
Business structure and transparency•Clear org structure•Defined business processes
C&B•Salary level•Clear bonus system•Social package
Development perspectives•Industry•Competitors•Clients and products
Corporate culture / Management Style•Corporate Values•Turnover•Precedents
Professional development•Corporate educational system•Budget on education•Secondment/horizontal growth practices•Innovations projects•Stars presence
GM Image•Reputation•Fame
Career growth•Career Path•% of promoted from inside
Work conditions•Office•Turnover
The Power of the E-Brand
• Recruitment of the Best Talents
•Retention of the Current Employees
Better recruitment
Better retention
Source: research by Bernard Hodes Co; http://management-issues.com, 2007
81%
63%
Recruitment Marketing
Let’s create our own definition
Define 5 key Y’s and 4P
• Yourself • Your TA• Your UVP • Your channels • Your activities
Product
Price
Place
Promotion
Define yourself - Product
Define your TA
• Urban Professional• 18-26• Active lifestyle
It’s NOBODY!
Students
• 68% Salary level• 57,4% Career
growth • 42,4% Personal &
professional growth
• 40,7% Market place
Discover Your TA
How many offers do you consider simultaneously
Moscow
1% 6%
47%23%
23%
не рассматриваю1 предложение2-3 предложения4-5 предложенийбольше 5 предложений
Ancor research 2007
UVP (Product) Direct Hit
Define your channels (Place)
We know that 50% of our advertisement does not reach our target audience. But we do not know exactly what 50%.
Alan G. Lafley, P&G CEO
Define your activities (Promotion)
Communication
Audit Awareness Communication Engagement
Action Interest Attention Desire
Expected Result – Employer of Choice
! Thank you !
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