Выступление Зарины Мухамадиевой, менеджера по продвижению бренда работодателя JTI в Казахстане, на встрече "Снова HR+PR, или как стать привлекательным работодателем" (27 марта 2013 года, Алматы)

1. JTI Employer Brand
Communications KZ
CoffeeMania, Almaty, 2013

2. Our Company at a glance
Employer Brand 2

3. JTI today
• JTI is the JT Group’s
international tobacco business
with a global market share of
almost 10%
• JTI employs people in 69
countries around the world
• JT is a leading international 3rd
largest tobacco product company
• The Company’s adjusted net sales
are USD 11.21 billion*
25,000 90 22 6 5
employees (approx.) offices factories research & tobacco processing
development centers facilities
© Copyright JTI 2012 Employer Brand 3

4. Our numbers
In 2011
• We sold 534 billion cigarettes(1) and JT Group cigarette volume
generated USD 11.2 billion in net sales
• JTI is the fastest growing international JT 20%
tobacco company over a ten year period
• We are the growth engine of the
JT Group, and generated in excess of
80% of the Group’s volume
JTI 80%
(1) Cigarettes or equivalent units
© Copyright JTI 2012 Employer Brand 4

5. JTI in Kazakhstan
JTI position in Kazakhstan #2, share of market 40,7%
JTI operates from 1999, 1st production line in 1993
Direct investments in Kazakhstan economics more than USD 130 millions, more than USD
400 millions of taxes
1 factory in Almaty, 2 offices in CAM
JTI position in Kyrgyzstan and Mongolia #1, share of market 54% in Kyrgyzstan and 24%
in Mongolia
© Copyright JTI 2012 Employer Brand 5

6. Global framework
Employer Brand 6

7. JTI Employer Brand Objectives
• Develop a global employer brand platform and bring
consistency in messaging and activation across JTI countries
• Engage JTI employees to live the brand and share our values
• Become a well-known employer of choice for both internal and
external audiences
Local deployment objectives
• Enhance understanding of us as an employer among our
existing workforce
• Give JTI clear differentiation for recruitment purposes
• Create business advantage
© Copyright JTI 2012 Employer Brand 7

8. What we wanted to achieve
Cost
efficiency
Credibility
• Production
Concept • Consistent • Recruitment
delivery and • Turnover
Consistency • Based on shaping the
values, EES culture
and business
• Historical and strategy
geographical
© Copyright JTI 2012 8

9. JTI Brand architecture
Our goal is clear:
To be the most successful and
respected tobacco company in the world
Our Values: Enterprising - Open - Challenging
We thrive on We strive for We drive action with
diversity excellence a long-term view
EVP
How our goal and values translate into what we want
to be known for by current and potential employees
© Copyright JTI 2012 Employer Brand 9

10. Why we do this
Employer Brand 10

11. Headcount about 1000 employees in Kazakhstan and CAM
(Market and GSC)
Healthy turnover not more than 10%
39% of employees resigned in 2012 had tenure 4-7 years
Internal promotion more than 60%
Short term assignments ( ordered
abroad, other JTI countries): 0
employees in 2009, 3 employees
in 2011, 5 employees in 2012, 6
employees in 2013
© Copyright JTI 2012 Employer Brand 11

12. External Trends and JTI Path
War for talent, shortage of skilful resources, industry specifics…
Key challenges Key outcomes
• Post-crisis labour market recovery All these challenges are not new for us;
• Challenging recruitment environment they only prove that our path is well-
• Local companies are becoming more professional defined:
and attractive
• Regional labour market is underdeveloped
• Promote JTI as a great place to work
• Competition for talents is increasing • Sustain exemplary employee
• Leadership competencies are rare engagement and develop talent
• Local companies pay premium to the best talent
• Quality of University education is decreasing,
• Become the most successful and
expectations of graduates are increasing respected tobacco company across
• Negative perception of the tobacco Central Asia markets
business is growing
© Copyright JTI 2012 Employer Brand 12

13. Overall engagement level at 90%
Very high scores – improvements in all three dimensions since 2009
I believe strongly in the goals and I would recommend JTI to a friend as a
96% 5% objectives of JTI. 94% 6% good place to work.
I fully support the values for which JTI I am proud to tell others that I work for
6%
97% 5% stands. 94% JTI.
Most employees here act as ambassadors This company is highly regarded by its
88% 8% of the company. 87% 5%
employees.
I am willing to put in a great deal of effort beyond what is
97% 3%
normally expected to help this company succeed.
88% 7% My company inspires me to do my best work.
83% 1% My work gives me a sense of personal accomplishment.
© Copyright 2012, Towers Watson. 13

14. Enterprising
Open
Challenging