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

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) 6 th place in attractiveness rating (Delovoy) 1 st place in loyalty rating (Delovoy) 10 th place E&Y research

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

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

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

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 of the Best Talents

Retention of the Current Employees

Recruitment Marketing Let’s create our own definition

Let’s create our own definition

Define 5 key Y’s Yourself Your Target Audience Your Unique Value Proposition Your Channels Your Activities

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

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 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

How many offers do you consider simultaneously 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

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 !