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The crisis of the
marketer in IT
Sounds dramatic, isn’t it?
Victor Gavronschi– Loopaa
Well… it isn’t!
Or at least, it shouldn’t be
if you’ve got the
right approach and tools.
Victor Gavronschi – CEOLoopaa
What we’ll talk about
1. Current status
2. The dilemmas
3. Outsourcing model
4. Employer branding
5. 2016 for local IT
Vic...
Current status
Victor Gavronschi – CEOLoopaa
Victor Gavronschi – CEOLoopaa
Are you in the right
market?
Technical skills
Linguistic skills
Management abilities
Quality...
Victor Gavronschi – CEOLoopaa
Let’s see the
statistics
2013 2014 2015 2020
+13%
+14%
2,42
billion euro
Over 6
billion euro...
Things are looking good,
right?
Victor Gavronschi – CEOLoopaa
Victor Gavronschi – CEOLoopaa
Are you doing things
right?
You invest in recruitment
You try to differentiate
You offer the...
But is it enough?
Victor Gavronschi – CEOLoopaa
Victor Gavronschi – CEOLoopaa
Let’s get back to the
statistics
2015 – 120.000
employees in IT
2020 – 300.000
employees in ...
Victor Gavronschi – CEOLoopaa
The problem? The academic system in Romania
generates only
7.000IT graduates/ year
Victor Gavronschi – CEOLoopaa
The problem?
2015 – 120.000
employees in IT
2020 – 300.000
employees in IT
2 dilemmas arise
Victor Gavronschi – CEOLoopaa
Victor Gavronschi – CEOLoopaa
Is the
outsourcing
model the right
one?
(shift from service to
product
companies)
How can yo...
The outsourcing model
Victor Gavronschi – CEOLoopaa
The outsourcing model
Victor Gavronschi – CEOLoopaa
Note:
Check your marketing department
Victor Gavronschi – CEOLoopaa
What drives the
success in IT on the
long-term?
Is it just the tech expertise?
Should you fo...
Victor Gavronschi – CEOLoopaa
The outsourcing
model
Victor Gavronschi – CEOLoopaa
Specifically, what
has happened?
Tech talent got scarce
You tried to “steal” from competitio...
Victor Gavronschi – CEOLoopaa
Any other options?
Tech , Marketing
HR, Customer Servic
Added value:
Communication,
Products...
It’s not about the job,
but what you can
accomplish in order to
satisfy your needs.
Victor Gavronschi – CEOLoopaa
Victor Gavronschi – CEOLoopaa
What you have to
realize…
Getting that tech talent that you
need comes hand-in-hand with
hav...
Victor Gavronschi – CEOLoopaa
A final thought on
this matter…
Effective marketer?
Loves numbers
Understands the audience
S...
The WAR for talent
Victor Gavronschi – CEOLoopaa
The WAR for talent
Victor Gavronschi – CEOLoopaa
Note:
Check your employer brand
Victor Gavronschi – CEOLoopaa
Perception of key stakeholders,
including current and potential
employees towards your compa...
Victor Gavronschi – CEOLoopaa
First thing first What are the current perceptions of
your employer brand?
Have you defined ...
Victor Gavronschi – CEOLoopaa
How to build it? Develop the employer brand
throughout the employee lifecycle
(because emplo...
Victor Gavronschi – CEOLoopaa
Stage 1
Attracting new talent
Check your Jobs announcements
Check the online content about
y...
Victor Gavronschi – CEOLoopaa
Stage 2
Interviewing and
on-boarding
Remember that the interviewers
(should) live and breath...
Victor Gavronschi – CEOLoopaa
Stage 3
Retaining of the
best
Regularly reinforce your employer
brand
Deliver those promises...
Victor Gavronschi – CEOLoopaa
Stage 4
Leaving on a good
note
Even those employees that leave
remain your brand ambassadors...
Victor Gavronschi – CEOLoopaa
Stage 5
MONITOR your
employer brand
You can used surveys, workshops,
interviews (both “exit”...
How to communicate
your employer brand?
Victor Gavronschi – CEOLoopaa
Use your differentiation
Victor Gavronschi – CEOLoopaa
Victor Gavronschi – CEOLoopaa
Using your
differentiation as
an employer brand
Point out what makes you unique
Show some “s...
Victor Gavronschi – CEOLoopaa
Communication differentiation -
content
Middlefingerproject.com
Victor Gavronschi – CEOLoopaa
Communication differentiation -
content
Middlefingerproject.com
Victor Gavronschi – CEOLoopaa
Communication differentiation -
content
Middlefingerproject.com
Victor Gavronschi – CEOLoopaa
Communication differentiation -
audience
Nike
Victor Gavronschi – CEOLoopaa
Communication differentiation – product
design
Converse
Tactics & tools
Victor Gavronschi – CEOLoopaa
Search Advertising 10%
Social Media 5%
Web 15%
Design 20%
Creative concepts15%
Video 5%
Prints8%
Victor Gavronschi – CEOLo...
Victor Gavronschi – CEOLoopaa
Where should you
invest in?
Internal communication
Knowledge-sharing
Engagement
External com...
Internal communication
Victor Gavronschi – CEOLoopaa
Victor Gavronschi – CEOLoopaa
Internal
communication
The flood…
The information flood.
Meetings
Memos
Newsletter
Notes
Int...
EMAI
L
Victor Gavronschi – CEOLoopaa
Victor Gavronschi – CEOLoopaa
A rough
calculation
Myself…
> 3.000 emails per month
Considering 30 days per month
= 100 ema...
Victor Gavronschi – CEOLoopaa
A rough
calculation
ONLY
FOR
READING!
Victor Gavronschi – CEOLoopaa
Just ask yourself Do I communicate clear and
accurate?
How is the receiver feel?
Will it sur...
Victor Gavronschi – CEOLoopaa
What to do? Try to change channels
Try to change the messages that
you use
Create the enviro...
Victor Gavronschi – CEOLoopaa
What to do? The need for communication exists.
We just need to get the right
message to the ...
External communication
Victor Gavronschi – CEOLoopaa
Victor Gavronschi – CEOLoopaa
Strategy and
planning
Understand your audience
Set up objectives
Create a plan
Follow the pl...
Victor Gavronschi – CEOLoopaa
Content 1. Focus on your audience, NOT on
you
2. Generate “hard-to-find” content
3. Use visu...
Victor Gavronschi – CEOLoopaa
Social Media Gives you the power to be
connected, transparent and
authentic
Provides useful ...
Victor Gavronschi – CEOLoopaa
Events Create a memorable experience
Don’t just show up
Eliminate the Trick-or-treat
approac...
Victor Gavronschi – CEOLoopaa
A memorable event presence?
No no no…
Victor Gavronschi – CEOLoopaa
A memorable event presence
Denso
The key for a
successful employer
branding?
Victor Gavronschi – CEOLoopaa
Marketing and HR must
work together
Victor Gavronschi – CEOLoopaa
NO… it’s not a joke.
Victor Gavronschi – CEOLoopaa
What can we learn from
each other?
Victor Gavronschi – CEOLoopaa
H
R
Marketin
gPut people first and
understand them
Human factor is the
foundation of a
business
Placing marketing as a
key...
Victor Gavronschi – CEOLoopaa
How can HR and
Marketing work
together?
Acknowledge the same purpose
Clarify roles
Don’t be ...
Victor Gavronschi – CEOLoopaa
*Bluivygroup.com
“Ultimately, the
employer brand
complements and
empowers your master
brand”
Victor Gavronschi – CEOLoopaa
A rebranding process
It’s not just a matter of communicate
externally the changes, because:
...
What’s next for 2016?
Victor Gavronschi – CEOLoopaa
2014/2015
Consolidation
Optimization
Tech development
Shortage of tech talent
Victor Gavronschi – CEOLoopaa
2016
Product d...
Victor Gavronschi – CEOLoopaa
Tactics for 2016 Display advertising (remarketing,
Facebook Ads, blogging)
Marketing automat...
Thank you!
Contact me anytime:
(maybe I’ll answer)
victor.gavronschi@loopaa.ro
0040 751 879 113
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The crisis of the marketer in IT

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Victor Gavronschi, Loopaa's CEO, discussed at MK4IT 2 current (and pressing) matters for the IT industry: the issues of the outsourcing model and the ways of building a strong employer brand, through communication and a good relationship between the Marketing and HR department.

Published in: Recruiting & HR
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The crisis of the marketer in IT

  1. 1. The crisis of the marketer in IT Sounds dramatic, isn’t it? Victor Gavronschi– Loopaa
  2. 2. Well… it isn’t! Or at least, it shouldn’t be if you’ve got the right approach and tools. Victor Gavronschi – CEOLoopaa
  3. 3. What we’ll talk about 1. Current status 2. The dilemmas 3. Outsourcing model 4. Employer branding 5. 2016 for local IT Victor Gavronschi – CEOLoopaa
  4. 4. Current status Victor Gavronschi – CEOLoopaa
  5. 5. Victor Gavronschi – CEOLoopaa Are you in the right market? Technical skills Linguistic skills Management abilities Quality-price balance Culture Geographic position Positive reputation
  6. 6. Victor Gavronschi – CEOLoopaa Let’s see the statistics 2013 2014 2015 2020 +13% +14% 2,42 billion euro Over 6 billion euro *according to ANIS
  7. 7. Things are looking good, right? Victor Gavronschi – CEOLoopaa
  8. 8. Victor Gavronschi – CEOLoopaa Are you doing things right? You invest in recruitment You try to differentiate You offer the best workplace, work-schedule, job titles And the best wages, of course!
  9. 9. But is it enough? Victor Gavronschi – CEOLoopaa
  10. 10. Victor Gavronschi – CEOLoopaa Let’s get back to the statistics 2015 – 120.000 employees in IT 2020 – 300.000 employees in IT
  11. 11. Victor Gavronschi – CEOLoopaa The problem? The academic system in Romania generates only 7.000IT graduates/ year
  12. 12. Victor Gavronschi – CEOLoopaa The problem? 2015 – 120.000 employees in IT 2020 – 300.000 employees in IT
  13. 13. 2 dilemmas arise Victor Gavronschi – CEOLoopaa
  14. 14. Victor Gavronschi – CEOLoopaa Is the outsourcing model the right one? (shift from service to product companies) How can you get more and better candidates? (the WAR for talent)
  15. 15. The outsourcing model Victor Gavronschi – CEOLoopaa
  16. 16. The outsourcing model Victor Gavronschi – CEOLoopaa Note: Check your marketing department
  17. 17. Victor Gavronschi – CEOLoopaa What drives the success in IT on the long-term? Is it just the tech expertise? Should you focus just on getting the tech talent? Who drives the sustainable innovation process?
  18. 18. Victor Gavronschi – CEOLoopaa The outsourcing model
  19. 19. Victor Gavronschi – CEOLoopaa Specifically, what has happened? Tech talent got scarce You tried to “steal” from competition Wages got higher and higher More costs = higher prices Ultimately, on a long term it becomes an unsustainable cost system
  20. 20. Victor Gavronschi – CEOLoopaa Any other options? Tech , Marketing HR, Customer Servic Added value: Communication, Products, Processes
  21. 21. It’s not about the job, but what you can accomplish in order to satisfy your needs. Victor Gavronschi – CEOLoopaa
  22. 22. Victor Gavronschi – CEOLoopaa What you have to realize… Getting that tech talent that you need comes hand-in-hand with having effective marketers Marketing should indicate the possible strategic shifts in the company’s directions So… YES, you do need marketers!
  23. 23. Victor Gavronschi – CEOLoopaa A final thought on this matter… Effective marketer? Loves numbers Understands the audience Searches for the bigger picture Experiments in order to validate Focuses on adaptability
  24. 24. The WAR for talent Victor Gavronschi – CEOLoopaa
  25. 25. The WAR for talent Victor Gavronschi – CEOLoopaa Note: Check your employer brand
  26. 26. Victor Gavronschi – CEOLoopaa Perception of key stakeholders, including current and potential employees towards your company Employer brand? Benefits * careerbuilder.com X 3.5 times applicants 50% cost per hire 30% turnover rate
  27. 27. Victor Gavronschi – CEOLoopaa First thing first What are the current perceptions of your employer brand? Have you defined your company’s culture and values? Is the employer brand aligned with the master brand?
  28. 28. Victor Gavronschi – CEOLoopaa How to build it? Develop the employer brand throughout the employee lifecycle (because employer branding is not just about recruitment) * Adapted after Employer Brand Excellence Framework
  29. 29. Victor Gavronschi – CEOLoopaa Stage 1 Attracting new talent Check your Jobs announcements Check the online content about your company Does it represent you? Make sure that the content about you really promotes your culture, values, employee appreciation and success models.
  30. 30. Victor Gavronschi – CEOLoopaa Stage 2 Interviewing and on-boarding Remember that the interviewers (should) live and breathe your brand Make sure you have an appropriate interview location Have a well-planned induction process
  31. 31. Victor Gavronschi – CEOLoopaa Stage 3 Retaining of the best Regularly reinforce your employer brand Deliver those promises that you’ve made Match the perceptions with the actual experience
  32. 32. Victor Gavronschi – CEOLoopaa Stage 4 Leaving on a good note Even those employees that leave remain your brand ambassadors They will be a source of info for future candidates Use exit-interviews to gain insights
  33. 33. Victor Gavronschi – CEOLoopaa Stage 5 MONITOR your employer brand You can used surveys, workshops, interviews (both “exit” and ”stay”) or PR and Social Media monitoring React and adapt quickly (agile approach) Prevent by using a good planning system
  34. 34. How to communicate your employer brand? Victor Gavronschi – CEOLoopaa
  35. 35. Use your differentiation Victor Gavronschi – CEOLoopaa
  36. 36. Victor Gavronschi – CEOLoopaa Using your differentiation as an employer brand Point out what makes you unique Show some “skin” Target specifically Focus your communication efforts
  37. 37. Victor Gavronschi – CEOLoopaa Communication differentiation - content Middlefingerproject.com
  38. 38. Victor Gavronschi – CEOLoopaa Communication differentiation - content Middlefingerproject.com
  39. 39. Victor Gavronschi – CEOLoopaa Communication differentiation - content Middlefingerproject.com
  40. 40. Victor Gavronschi – CEOLoopaa Communication differentiation - audience Nike
  41. 41. Victor Gavronschi – CEOLoopaa Communication differentiation – product design Converse
  42. 42. Tactics & tools Victor Gavronschi – CEOLoopaa
  43. 43. Search Advertising 10% Social Media 5% Web 15% Design 20% Creative concepts15% Video 5% Prints8% Victor Gavronschi – CEOLoopaa Marketing services for IT companies 2014-2015/ Loopaa
  44. 44. Victor Gavronschi – CEOLoopaa Where should you invest in? Internal communication Knowledge-sharing Engagement External communication Strategy and planning Online content Social Media Events
  45. 45. Internal communication Victor Gavronschi – CEOLoopaa
  46. 46. Victor Gavronschi – CEOLoopaa Internal communication The flood… The information flood. Meetings Memos Newsletter Notes IntranetSocial Media groups SMS Special web platforms Meet-ups “Quickies” And … worst of all…
  47. 47. EMAI L Victor Gavronschi – CEOLoopaa
  48. 48. Victor Gavronschi – CEOLoopaa A rough calculation Myself… > 3.000 emails per month Considering 30 days per month = 100 emails/ day 1 minutes/ email for reading each email = 100 minutes or 1,67 hours/day
  49. 49. Victor Gavronschi – CEOLoopaa A rough calculation ONLY FOR READING!
  50. 50. Victor Gavronschi – CEOLoopaa Just ask yourself Do I communicate clear and accurate? How is the receiver feel? Will it surprise the receiver? IF one answer is no, that’s an issue to be addressed
  51. 51. Victor Gavronschi – CEOLoopaa What to do? Try to change channels Try to change the messages that you use Create the environment for a good communication Be creative and surprise the others
  52. 52. Victor Gavronschi – CEOLoopaa What to do? The need for communication exists. We just need to get the right message to the right people, through the right channels. Ex. Include cartoons in your newsletters Use your workplace by placing interesting visuals Encourage ad-hoc meetings Write songs, create games etc.
  53. 53. External communication Victor Gavronschi – CEOLoopaa
  54. 54. Victor Gavronschi – CEOLoopaa Strategy and planning Understand your audience Set up objectives Create a plan Follow the plan Be agile
  55. 55. Victor Gavronschi – CEOLoopaa Content 1. Focus on your audience, NOT on you 2. Generate “hard-to-find” content 3. Use visuals… ALWAYS! 4. Build a community out of your audience 5. Be the starting ramp of your future audience 6. Provide resources and guidance 7. Diversify your content 8. Use Social Media to spread the content
  56. 56. Victor Gavronschi – CEOLoopaa Social Media Gives you the power to be connected, transparent and authentic Provides useful insights BUT… Make sure that it is consistent!
  57. 57. Victor Gavronschi – CEOLoopaa Events Create a memorable experience Don’t just show up Eliminate the Trick-or-treat approach Get closer to your audience Follow-up your prospects
  58. 58. Victor Gavronschi – CEOLoopaa A memorable event presence? No no no…
  59. 59. Victor Gavronschi – CEOLoopaa A memorable event presence Denso
  60. 60. The key for a successful employer branding? Victor Gavronschi – CEOLoopaa
  61. 61. Marketing and HR must work together Victor Gavronschi – CEOLoopaa
  62. 62. NO… it’s not a joke. Victor Gavronschi – CEOLoopaa
  63. 63. What can we learn from each other? Victor Gavronschi – CEOLoopaa
  64. 64. H R Marketin gPut people first and understand them Human factor is the foundation of a business Placing marketing as a key-contributor to the organization Use segmentation and targeting Embrace technology & use the funnel model Monitor and measure Victor Gavronschi – CEOLoopaa
  65. 65. Victor Gavronschi – CEOLoopaa How can HR and Marketing work together? Acknowledge the same purpose Clarify roles Don’t be afraid of conflict Measure the impact of your efforts
  66. 66. Victor Gavronschi – CEOLoopaa *Bluivygroup.com “Ultimately, the employer brand complements and empowers your master brand”
  67. 67. Victor Gavronschi – CEOLoopaa A rebranding process It’s not just a matter of communicate externally the changes, because: 1. A brand is built inside-out 2. Your employees are your best brand- advocates
  68. 68. What’s next for 2016? Victor Gavronschi – CEOLoopaa
  69. 69. 2014/2015 Consolidation Optimization Tech development Shortage of tech talent Victor Gavronschi – CEOLoopaa 2016 Product development Repositioning Innovation Academic investment Quality
  70. 70. Victor Gavronschi – CEOLoopaa Tactics for 2016 Display advertising (remarketing, Facebook Ads, blogging) Marketing automation systems Micro-targeting and precision marketing Quality content marketing Push with mobile
  71. 71. Thank you! Contact me anytime: (maybe I’ll answer) victor.gavronschi@loopaa.ro 0040 751 879 113

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