Employer Brand
Communication Strategies
Lidiya Nadych-Petrenko
JTI Ukraine
Kyiv, October 4, 2008

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 The employer brand
within it. describes the package of
functional, economic and
psychological benefits
provided by employment
and identified with the
employing company”.

The Power of the E-Brand
• Recruitment of the Best Talents 81%
Better
recruitment
• Retention of the Current Employees
Better 63%
retention
Bernard Hodes Co; http://management-issues.com
2007

Role of Employer Brand
Ancor research 2007

Premises of Employer Brand
Development in JTI
-
“ ” +
“ ”
• Labor Market • Excellent loyalty
Conditions results
• Controversial product • Gallaher Aquisition
• Lack of Company • Stronger market
Brand Awareness position
• Turnover • Competitive C&B
• T&D system

How many offers do you consider
simultaneously
Ancor research 2007

Define 5 key Y’s
• Yourself
• Your TA
• Your UVP
• Your channels
• Your activities

Define yourself

Define your target audience
Internal focus External focus
- Employees - General Public
- Job Seekers
- Students
- Alumni

Define your UVP
Passion for Growth
And how do you combine
your personal life,
studies and career?

Define your channels
We are 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
1 hired person from the event 