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Presentation from Marcus Evans Conference "CIS: New Ideology of Recruitment". Recruitment Marketing as a part of Employer Brand
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Recruitment Marketing as a part of
Employer Brand Lidiya Nadych-Petrenko
JTI Ukraine
Marcus Evans New Ideology of Recruitment Conference
Moscow. September 18, 2008
What does it mean, Ukraine?
• Several developed business regions
• Labor market participants could be easily integrated into Russian and European markets
• Problems in educational system
• Developing Market
• Strong competition on labor market
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.
Andrew Platt-Higgins, Barkers’ planning director, June 2008
Role of Employer Brand
Ancor research 2007
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
• Yourself
• Your Target Audience
• Your Unique Value Proposition
• Your Channels
• Your Activities
Define yourself
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
Define your UVP
Propositoin You Competitor 1 Competitor 2
100% official salary
Professional development
Career promotion
Social package
Total 5 5 5
Do you really think it’s unique???
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
Define your channels
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
Communication
Audit Awareness Communication Engagement
Expected Result – Employer of Choice
! Thank you !