Employer branding and recruitment in Russia, 2014

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Employer branding and recruitment in Russia, 2014

  1. 1. Employer Branding in Recruitment in Russia 20.5.2014 Samuli Pesu Partner Awara Group
  2. 2. An employer brand represents the image a company projects as a potential employer Employer Brand
  3. 3. Importance of Employer Branding in Russia Full employment in the largest cities Demographic problem Meaning of brand
  4. 4. Meaning of Brand for People Source: Forbes 52% 52% 47% 41% 30% 13% 0% 10% 20% 30% 40% 50% 60% Russia China India Brazil Italy USA % of People Agree that a Design Label Improves the Image of Person
  5. 5. TOP BRANDS IN RUSSIA
  6. 6. TOP 10 Brands 2013 Business Students  1. Gazprom  2. Sberbank Russia  3. Mckinsey & Company  4. Google  5. Unilever  6. Lukoil  7. Rosneft  8. VTB 24  9. PwC  10. Procter & Gamble Source: E-xecutive
  7. 7. TOP 10 Brands 2013 Engineering & Science Students  1. Gazprom  2. Rosneft  3. Lukoil  4. Transneft  5. BMW Group  6. Russian Railways  7. Google  8. Wolgswagen  9. Surgutneftegas  10. Toyota Source: E-xecutive
  8. 8. Trends  Russian business continues to be popular. However, more foreign companies have appeared on the list of ideal employer (2012 vs 2013).  The popularity of management consulting firms has not stopped growing.  When choosing the ideal employer Russian students are attracted to great opportunities for compensation and career growth. In other countries, other values - such as the job description - are important to the students more often.  Stable employment is an extremely important factor in Russia, while students in other countries want a balance between work and leisure.  IT students are the closest to the international profile: most popular field is software and IT services. Top career goal is to become expert in their field. One of their career aspiration is to open their own business.
  9. 9. Employer Rating 2012 TOP 10 Companies  1. Google  2. MTC  3. Microsoft  4. AFK Sistema  5. Bank Home Credit  6. Gazprom Neft  7. Speech Technology Center  8. Coca Cola Hellenic  9. Kofeinaja Kantata  10. PepsiCo Source: Headhunter Rating
  10. 10. HOW TO REACH RUSSIANS?
  11. 11. Main Source for Information46% 0% 31% 13% 6% 4% 60% 23% 7% 5% 4% 2% TV INTERNET PRINTED RADIO WORD OF MOUTH OTHER 1991 2013 Source: Ministry of Information and Communication
  12. 12. Advertising Market Volumes by Media Type (Jan – Jun 2013) TV 48% Radio 5% Print Media 12% Outdoor Ads 14% Internet 20% Other 1% TV Radio Print Media Outdoor Ads Internet Other Source: RBC, Russian association of communication agencies
  13. 13. Ad Market Volumes by Media Type: Growth Rate (year-to-year) 12 % 14 % -6 9 % 30 % 11 % TV RADIO PRINT MEDIA OUTDOOR ADS INTERNET OTHER Source: RBC, Russian association of communication agencies
  14. 14. More than 50% of Russians Use the Internet Source: Forbes
  15. 15. Number of Internet Users in Russia (in millions) 62 67.9 73.8 78.8 82.7 86.3 130 Y2011 Y2012 Y2013 Y2014 Y2015 Y2016 Y2025 Source: Statista.com
  16. 16. INTERNET THE BEST CHANNEL FOR EMPLOYER BRANDING IN RUSSIA
  17. 17. Candidate Unified Employer Branding
  18. 18. Candidate Unified Employer Branding On-site Career showcases & career growth prospects & opportunities Hiring tips Open jobs Employees’ blogs & experiences Corporate culture SEO
  19. 19. Candidate Unified Employer Branding On-site Career showcases & career growth prospects & opportunities Hiring tips Open jobs Employees’ blogs & experiences Corporate culture SEO Off-site YouTube videos / employee testimonials E-mail & CRM: announcements on new jobs & value add content Social media marketing: open jobs, value add content for targeted audience SEM
  20. 20. Candidate Unified Employer Branding On-site Career showcases & career growth prospects & opportunities Hiring tips Open jobs Employees’ blogs & experiences Corporate culture SEO Off-site YouTube videos / employee testimonials E-mail & CRM: announcements on new jobs & value add content Social media marketing: open jobs, value add content for targeted audience SEM Third party Open jobs in recruitment portals Employer & company reviews Content on SERPs: Search engine result pages TV ads, integrated with marketing & communication
  21. 21. WHY SOCIAL MEDIA IS SO IMPORTANT IN RECRUITMENT AND EMPLOYER BRANDING IN RUSSIA?
  22. 22. 90% of Russian Online Audience is Active in Social Networks Social Media Source: UCD Digital Marketing
  23. 23. Russia was the 5th largest socially connected country in the world in 2012 Social Media Source: eMarketer.com
  24. 24. 5/10 most popular websites in Russia are social networking sites Social Media Source: Alexa.com
  25. 25. Social Media Source: comScore
  26. 26. Every third active user of professional social networks has found a job by using social networks in Russia Social Media Source: Antal
  27. 27. 65% consider that social media is one of their key job search tools Social Media Source: Antal
  28. 28. SOCIAL MEDIA LANDSCAPE IN RUSSIA
  29. 29. Social Networks in Russia
  30. 30. Professional Social Networks in Russia  Professionali.ru +4,5 million registered users  Linkedin, +1,5 million (in Russia) registered  E-xecutive, + 300 000 registered  Moi Krug, +1,7 million monthly users Source: Professionali.ru, Linkedin, E-xecutive, Moi Krug
  31. 31. HOW TO CREATE EMPLOYER BRANDING STRATEGY IN SOCIAL NETWORKS IN RUSSIA?
  32. 32. Define Measurable Goals
  33. 33. Focus on Strategy, Not on Tactics
  34. 34. Plan in Stages
  35. 35. Career Page / Blog is the Engine of the Branding Machine and Content is Fuel
  36. 36. Drive Candidates to Career Page or Engage Them in Social Networks
  37. 37. Awara Case: Recruitment and Branding via Social Networks  We find the best managers (top, middle) and specialist by using social media networks as a candidate database and via engaging / branding.  Step 1: Publishing valuable and interesting content targeted for our target audience in our blog, career page, website, and other online properties: – Salary surveys – Training videos – Professional reports – Changes in the legislation and their effect on doing business – Open jobs and career information – In various formats: text, video, pictures  Step 2: Sharing this content to all our social media network channels to drive traffic back & engage with our followers and target audience.
  38. 38. Awara Case: Recruitment and Branding via Social Networks  We source 90% of our candidates from social media networks (passive and active job seekers).  Awara Direct Search has the second most followed Linkedin page in Eastern Europe considering recruitment and HR industry, nearly 7000 followers.  We have nearly doubled the traffic to our website since adopting social media networks as the key part of sourcing candidates.  We have shorten our process for placing candidates to our customers to average of 2,5 weeks.
  39. 39. 61% of the referral traffic came via social networks 41% of the total traffic came via social networks Awara Case: Recruitment and Branding via Social Networks
  40. 40. Most Followed Companies in Linkedin in Russia
  41. 41. Yandex Case Study
  42. 42. Work environment & corporate culture Info on vacancies to drive traffic to career site Employee stories • Marketing / HR share the same channel • Content every day • Content 100% in Russian University cooperation EMPLOYER BRANDING
  43. 43. OPEN VACANCIES BESIDES CAREER SITE
  44. 44. Questions or Comments?
  45. 45. Thank You! Samuli Pesu Partner, Head of Sales & Marketing Awara Group E-mail: samuli.pesu@awaragroup.com Mobile: +7 926 710 43 61 Office: +7 495 225 3038 www.awara-search.com www.awaragroup.com

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