Recruitment Marketing as a part of Employer Brand

Lidiya Nadych-PetrenkoJTI Ukraine

Somewhere on the Dnieper river, October 6, 2008

JTI

• #3 Tobacco Company in the World• Winston, Camel, Mild Seven, LD,

Sobranie & Glamour• 3 of 5 most popular cigarette brands • 23 000 employees worldwide• #1 Tobacco Company in CIS• Top100 FT500

JTI Ukraine

• Since 1993• 1600 Employees• 2 Factories• 600/450 HQ/Sales Force• 9 regional Offices• #2 in Ukraine• Winston #1

Premises of Employer Brand Development in JTI

“-”• Labor Market

Conditions• Controversial

product• Lack of Company

Brand Awareness• Turnover

“+”• Excellent loyalty

results• Gallaher Aquisition• Stronger market

position• Competitive C&B • T&D system

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.

The employer brand describes the package of functional, economic and psychological benefits provided by employment and identified with the employing company”.

Role of Employer Brand

Ancor research 2007

Components of Choice Decision

Business Management HR practicesStability•Age•Market position•Clients and products

Business structure and transparency•Clear org structure•Defined business processes

C&B•Salary level•Clear bonus system•Social package

Development perspectives•Industry•Competitors•Clients and products

Corporate culture / Management Style•Corporate Values•Turnover•Precedents

Professional development•Corporate educational system•Budget on education•Secondment/horizontal growth practices•Innovations projects•Stars presence

GM Image•Reputation•Fame

Career growth•Career Path•% of promoted from inside

Work conditions•Office•Turnover

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 and 4P

• Yourself • Your TA• Your UVP • Your channels • Your activities

Product

Price

Place

Promotion

Define yourself - Product

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

Discover Your TA

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

UVP (Product) Direct Hit

Define your channels (Place)

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 (Promotion)

Communication

Audit Awareness Communication Engagement

Action Interest Attention Desire

Expected Result – Employer of Choice

! Thank you !