Openingquestions to engage the audience: How many of youbelievethe war for talent is on? (globally, in Poland in our sector)How manyaredoinganythingaboutit to win the fight?How many of you involve marketing in planning your winning strategies?How many of youbelieveyouaregoodatit?
Technology avalancheOpinionated generation10 years ago people had opinion distributed by employersYoung people get infromation from other sourcesGeneration of thousand choicesWhen asked how many employers people would select from 200 employers today they answer 20. Couple years ago 10. Bigger better and faster worldBRIC countries growthSofistatction of values out of 40 atributes reputation and image, job characteristics, people and culture, renumaration and advencment opportunitiesThe me brandDemocratization of skills – spread of information and best practices is more global than everThe rise of peopleToday people are cornersone of success of any organizationInnovation is key growth driver, but innovation requies best talent‘Sofistication of values’
Winning the war for talent
Do we fight for talent?
3 Macro trends that drive the fight for brainpower: Technology avalanche Bigger, better and faster world The rise of people“The fight for brainpower: employer branding trends and case studies” Universum, Katrina Arbin
Sector Growth87K (2012) – 110 K (2013)65 new centers in 20122/3 „new comers‟92% of ABSL membersplan to grow by 2015Assuming 10% attrition1000 people on a moveeach monthWhether you like it or notThe fight for talentIs ON*ABSL Data
Getting ready for the war: Knowledge Tools Tactics
Employer market has similar characteristics toB2C and B2B markets=Applying marketing strategiesfrom B2B,B2C to B2Emight work
Traditional mental model (B2C)“ZMOT Winning The Zero Moment Of Truth”, Jim Lecinski
The new mental model (B2C)“ZMOT Winning The Zero Moment Of Truth”, Jim Lecinski
Traditional mental model (B2B)“ZMOT Winning The Zero Moment Of Truth”, Jim Lecinski
The new mental model (B2B)“ZMOT Winning The Zero Moment Of Truth”, Jim Lecinski
WHO is your target audience?HR/Recruitment answer Education Employment history Skills Trainings Years of experience1
WHO is your target audience?Marketing answer Interests Out of work activities Music Food Etc.INSIGHT1
How to find right insight? Focus groups Interviews Surveys Day in a life Coffee talk Social media Friends1
2 WHAT is the EVP you want to convey?Employee Value Proposition (EVP) is the balance ofthe rewards and benefits that are received byemployees in return for their performance at theworkplace.It is a set of associations and offerings provided byan organisation in return for the skills, capabilitiesand experiences an employee brings to theorganisation.It is a statement of why the total work experience atour company is superior to what they would get atother organisations.HR/Recruitment answer Compensation Benefits Career path International career Etc.
2 WHAT is the EVP you want to convey?Marketing answer Hard benefits+ Emotional benefits “You don’t attract who you want.You attract who you are”John. C. MaxwellEVP must beconsistent with company‟s DNA
3 HOW to deliver the message to target?HR/Recruitment answer Job Ads Banners Conferences Job fairs Brochures
3 HOW to deliver the message to target?Marketing answer Select right channels “Differentiate or die”Jack Trout Be creative Leverage insight Respect your audience
WINNING the war for talentis aboutmasteringeach stage of new mental model
Few things to rememberIn B2B marketing 80% of buyers are notready to buy the first timeyou meet them Very long sales cyclesrequire constant nurturingof a contactIn B2E marketing Many candidates you meetwill not be interested atyour proposal at a time You have to keepreminding them about yourEVPso your company is a firstthing they will think aboutwhen they make adecision to buy/change
Few things to rememberIn B2B marketing Winning at SMOT translatesinto referrals This can be measured byNet Promoter ScoreIn B2E Winning at SMOTtranslates into low attrition What is your referral rate?
Results300+ employees100% increasein speed ofrecruitment80% brandrecognition in KRKOver 1 mln PLN inAdvertising ValueEquivalent75% of employeeswould recommendLuxoft to a friend“Top CSR initiativeof the Year” 2012
8 June 2013What happens at SMOTwill leak outDear employees,Worrying about your health wewould like to remind you thatDONUTS MAKE YOU FAT.Recommend people to your ownfirm, and not to Luxoft. Enter …Regards,Recruitment team