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

Why JTI?

• One of the top 15 best training and development Companies in Ukraine (Personnel Development Magazine)

• 6th place in attractiveness rating (Delovoy)

• 1st place in loyalty rating (Delovoy)

• 10th 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

Role of Employer Brand

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 Marketing

Let’s create our own definition

Define 5 key Y’s

• 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

Define your UVP

Propositoin You Competitor 1 Competitor 2

100% official salary

Professional development

Career promotion

Social package

Total 5 5 5

Do you really think it’s unique???

How many offers do you consider simultaneously

Moscow

1% 6%

47%23%

23%

не рассматриваю1 предложение2-3 предложения4-5 предложенийбольше 5 предложений

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

Define your activities

Communication

Audit Awareness Communication Engagement

Expected Result – Employer of Choice

! Thank you !