Recruitment Marketing as a part of Employer Brand

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Presentation from Marcus Evans Conference "CIS: New Ideology of Recruitment". …

Presentation from Marcus Evans Conference "CIS: New Ideology of Recruitment".
Recruitment Marketing as a part of Employer Brand

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  • 1. Recruitment Marketing as a part of Employer Brand Lidiya Nadych-Petrenko JTI Ukraine Marcus Evans New Ideology of Recruitment Conference Moscow. September 18, 2008
  • 2. 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
  • 3. Why JTI?
    • One of the top 15 best training and development Companies in Ukraine (Personnel Development Magazine)
    • 6 th place in attractiveness rating (Delovoy)
    • 1 st place in loyalty rating (Delovoy)
    • 10 th place E&Y research
  • 4. 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
  • 5. Role of Employer Brand
    • Ancor research 2007
  • 6. 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%
  • 7. Recruitment Marketing
    • Let’s create our own definition
  • 8. Define 5 key Y’s
    • Yourself
    • Your Target Audience
    • Your Unique Value Proposition
    • Your Channels
    • Your Activities
  • 9. Define yourself
  • 10. 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
  • 11. Define your UVP Do you really think it’s unique??? Total Social package Career promotion Professional development 100% official salary Propositoin 5 Competitor 1 5 5 Competitor 2 You
  • 12. How many offers do you consider simultaneously Ancor research 2007
  • 13. 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
  • 14. Define your activities Communication Audit Awareness Communication Engagement
  • 15. Expected Result – Employer of Choice 
  • 16. ! Thank you !