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Recruitment Marketing as a part of Employer Brand Lidiya Nadych-Petrenko JTI Ukraine Somewhere on the Dnieper river, October 6, 2008.

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Presentation on theme: "Recruitment Marketing as a part of Employer Brand Lidiya Nadych-Petrenko JTI Ukraine Somewhere on the Dnieper river, October 6, 2008."— Presentation transcript:

1 Recruitment Marketing as a part of Employer Brand Lidiya Nadych-Petrenko JTI Ukraine Somewhere on the Dnieper river, October 6, 2008

2 JTI #3 Tobacco Company in the World Winston, Camel, Mild Seven, LD, Sobranie & Glamour 3 of 5 most popular cigarette brands employees worldwide #1 Tobacco Company in CIS Top100 FT500

3 JTI Ukraine Since Employees 2 Factories 600/450 HQ/Sales Force 9 regional Offices #2 in Ukraine Winston #1

4 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

5 Why JTI? One of the top 15 best training and development Companies in Ukraine (Personnel Development Magazine) 6 th place in attractiveness rating (Delovoy) 1 st place in loyalty rating (Delovoy) 10 th place E&Y research

6 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”.

7 Role of Employer Brand Ancor research 2007

8 Components of Choice Decision BusinessManagementHR practices Stability 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

9 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; 2007http://management-issues.com 81% 63%

10 Recruitment Marketing Let’s create our own definition

11 Define 5 key Y’s and 4P Yourself Your TA Your UVP Your channels Your activities Product Price Place Promotion

12 Define yourself - Product

13 Define your TA Urban Professional Active lifestyle It’s NOBODY! Students 68 % Salary level 57,4 % Career growth 42,4 % Personal & professional growth 40,7 % Market place

14 Discover Your TA

15 How many offers do you consider simultaneously Ancor research 2007

16 UVP (Product) Direct Hit

17 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

18 Define your activities (Promotion) Communication Audit Awareness Communication Engagement Action Interest Attention Desire

19 Expected Result – Employer of Choice

20 ! Thank you !


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