BrandBakers Current Trends in HR Marketing in the Czech Rep. 2015
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Transcript of BrandBakers Current Trends in HR Marketing in the Czech Rep. 2015
What are the biggest perceived problems in recruitment? What % of HR specialistsconsider corporate values to bea minor criterion or one of manycriteria in the selection ofnew employees?
Questions about recruitment
Internetjob portals
Internalrecruitment
Recommendationsfrom current employers
0 %
20 %
40 %
60 %
0 %
20 %
40 %
60 %
5
17 17
21
Quantity of applicants Quality of applicants Personalities of applicants
0 %
10 %
20 %
20152014
What methods are mostly used in recruitment? 20152014
21
14
61
20 17
54
5
43
8
61
20152014
ust like last year, a leading trend in HR marketing is the strategy of building the employer’s brand. This year, 56% of the companies will work on this, whereas
31% of the companies already have implemented the strategy. Whereas last year, people around the world worked on optimizing career sites for mobile phones and tablets, paying attention to understand-ing applications, creating a unique employer brand content, and shooting videos introducing their corpo-rate culture, in the Czech Republic the tasks still lie ahead of us. And many companies still do not have them on their agenda for this year.The only exception is the “unique content of recruit-ment communication based on brand strategy”,
whichmoved upfrom the 8thposition to the 3rd position on a year-to-year basis. This year, 9 % of the com-panies will startto incorporate it. This year, the useof BigData in the area of recruitment and the consist-ent building of the employer’s brand throughout the employee’s lifecycle are the main topics beingdiscussed worldwide.
Also this year, we
conducted research in
collaboration with our partners:
David Šimák, a research expert,
Hanka Smítalová, a specialist in
human relationships, and Petr
Skondrojanis, an HR consultant.
The research was conducted in
February 2015 and comprised 140
HR specialist respondents (40%
more than last year), of which 58%
held leading positions (HR director
/ manager / business partner).”
Long ago, a great competitive advantage was found in factories and technologies, with Henry Ford leading the way with his assembly-line production. Then came the era of finance, patents, and later, the era of knowledge. The era of people, or talents as
HR specialists like to say, has now arrived. But what can talents do in an environment that does not encourage great performance? We, bakers, know that building a corporate brand while involving the company’s own people (employees) is a way to attract, engage and maintain talents; to build a corporate culture in which people can utilize and develop their talent. We consider people to be a source of energy (not a resource) that will drive the business world in the years to come.
The 2015 Research of Current Trends in HR Marketing in the Czech Republic was baked for you by BrandBakers,the bakers of charismatic brands.
Questions about the employer’s brand
What % of companiesconduct an engagementsurvey at least once a year?
31 59
What % of companies areinterested in how they areperceived by the applicantsthat they meet during therecruitment process?
What % of companiesare currently working onthe strategy of building theiremployer’s brand?
56
What % of companies willinvest more in HR marketingthis year than last year?
27 83
In what % of companiesare HR specialists responsiblefor HR marketing?
How many HR specialistshave full support from theirmanagement with regardto HR marketing?
36
What criteria are used to measure or assess the success of HR marketing activities?
The quality of new employees
0 % 20 % 40 % 60 % 80 % 100 %
The efficiency of obtaining applicants
What are the main benefits of HR marketing activities?
A higher efficiency in obtaining applicants
0 % 20 % 40 % 60 % 80 % 100 %
63A higher quality of new employees 56
57
63
Questions about HR marketing
J
Marketing’s lead over HR marketing decreasedminimally on a year-to-year basis in the Czech Republic. However, some of the changes that have takenplace are encouraging.
Questions about HR marketing tools
The “Strategy for building the employer’s brand” defended the last year’s primacy. The “Plan for building corporate culture” and the “Unique content” finally jumped to higher positions, whereas
“Career profiles on social networks” finally fell. Without “unique content”, social networks can only work to a limited extent.
In this category, we have the first three positions.
“An explanation of corporate valuesand their demonstration in practice”is surprising to us because we know of only a few examples where corporate values are introduced in a really attractive way, i.e. not only through a textual description, but for example, through video stories from life in the company.”
Video introduction of corporate culture” and “Optimization of career websites for mobile phones” have been a proven method around the world for a long time. Gamification has found its way neither in HR marketing nor in marketing in the Czech Republic.”
5 %0 % 10 % 15 %
15
9
9
8An attractive welcome packagefor new employees
Unique content in recruitment commu-nication based on the brand strategy
A plan for building corporate culture
A strategy for buildingthe employer’s brand
2 % 4 % 6 % 8 % 10 %0 % 12 %
11
11
11
10An attractive welcome package
Recruitment initiatives at universities(campus management)
A separate Career section oncorporate websites
An explanation of corporate valuesand their demonstration in practice
2 %0 % 4 % 6% 8% 10 %
10
10
9
9Optimization of career websitesfor mobiles phones
Video introduction of the corporate culture
Incorporation of game elements (gamification)in the recruitment process and communication
Research of the decision-making criteriaof the applicants’ target group
5 %O % 10 % 15 % 20 % 25 % 30 % 35 % 40 % 45 %
16
11
10Strategy for building the employer’ brand
Analysis of competitors’recruitment strategy
Research of the decision-making criteriaof the applicants’ target group
BigData
To be introduced this year
Used and working well
Unused
Unknown
45
It is questionable whether the use of BigData is even reasonable in the small Czech market. The Research of the decision-making criteria of the applicants’ target group may sound too noble. However, it only means identifying what is important for the applicant when they select an employer and what criteria they consider when making their decision.”
YEARND2
Brand / Business / Design
Research on CurrentTrends in HR Marketingin the Czech Republic2015
Brand / Business / Design
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