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.

1. The crisis of the
marketer in IT
Sounds dramatic, isn’t it?
Victor Gavronschi– Loopaa

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. 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. Current status
Victor Gavronschi – CEOLoopaa

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. 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. Things are looking good,
right?
Victor Gavronschi – CEOLoopaa

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. But is it enough?
Victor Gavronschi – CEOLoopaa

10. Victor Gavronschi – CEOLoopaa
Let’s get back to the
statistics
2015 – 120.000
employees in IT
2020 – 300.000
employees in IT

11. Victor Gavronschi – CEOLoopaa
The problem? The academic system in Romania
generates only
7.000IT graduates/ year

12. Victor Gavronschi – CEOLoopaa
The problem?
2015 – 120.000
employees in IT
2020 – 300.000
employees in IT

13. 2 dilemmas arise
Victor Gavronschi – CEOLoopaa

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. The outsourcing model
Victor Gavronschi – CEOLoopaa

16. The outsourcing model
Victor Gavronschi – CEOLoopaa
Note:
Check your marketing department

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. Victor Gavronschi – CEOLoopaa
The outsourcing
model

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. Victor Gavronschi – CEOLoopaa
Any other options?
Tech , Marketing
HR, Customer Servic
Added value:
Communication,
Products, Processes

21. It’s not about the job,
but what you can
accomplish in order to
satisfy your needs.
Victor Gavronschi – CEOLoopaa

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. 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. The WAR for talent
Victor Gavronschi – CEOLoopaa

25. The WAR for talent
Victor Gavronschi – CEOLoopaa
Note:
Check your employer brand

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. 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. 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. 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. 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. 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. 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. 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. How to communicate
your employer brand?
Victor Gavronschi – CEOLoopaa

35. Use your differentiation
Victor Gavronschi – CEOLoopaa

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. Victor Gavronschi – CEOLoopaa
Communication differentiation -
content
Middlefingerproject.com

38. Victor Gavronschi – CEOLoopaa
Communication differentiation -
content
Middlefingerproject.com

39. Victor Gavronschi – CEOLoopaa
Communication differentiation -
content
Middlefingerproject.com

40. Victor Gavronschi – CEOLoopaa
Communication differentiation -
audience
Nike

41. Victor Gavronschi – CEOLoopaa
Communication differentiation – product
design
Converse

42. Tactics & tools
Victor Gavronschi – CEOLoopaa

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. Victor Gavronschi – CEOLoopaa
Where should you
invest in?
Internal communication
Knowledge-sharing
Engagement
External communication
Strategy and planning
Online content
Social Media
Events

45. Internal communication
Victor Gavronschi – CEOLoopaa

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. EMAI
L
Victor Gavronschi – CEOLoopaa

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. Victor Gavronschi – CEOLoopaa
A rough
calculation
ONLY
FOR
READING!

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. 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. 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. External communication
Victor Gavronschi – CEOLoopaa

54. Victor Gavronschi – CEOLoopaa
Strategy and
planning
Understand your audience
Set up objectives
Create a plan
Follow the plan
Be agile

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. 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. 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. Victor Gavronschi – CEOLoopaa
A memorable event presence?
No no no…

59. Victor Gavronschi – CEOLoopaa
A memorable event presence
Denso

60. The key for a
successful employer
branding?
Victor Gavronschi – CEOLoopaa

61. Marketing and HR must
work together
Victor Gavronschi – CEOLoopaa

62. NO… it’s not a joke.
Victor Gavronschi – CEOLoopaa

63. What can we learn from
each other?
Victor Gavronschi – CEOLoopaa

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. 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. Victor Gavronschi – CEOLoopaa
*Bluivygroup.com
“Ultimately, the
employer brand
complements and
empowers your master
brand”

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. What’s next for 2016?
Victor Gavronschi – CEOLoopaa

69. 2014/2015
Consolidation
Optimization
Tech development
Shortage of tech talent
Victor Gavronschi – CEOLoopaa
2016
Product development
Repositioning
Innovation
Academic investment
Quality

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. Thank you!
Contact me anytime:
(maybe I’ll answer)
victor.gavronschi@loopaa.ro
0040 751 879 113