Brands are recruiting hands – Economics – Kommersant
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For the majority of job seekers in the Russian labor market, the main factor in choosing a job is the salary, but the company’s HR brand is already in second place in terms of importance. Among its main components, employees name the company’s team (66%), logo (18%) and slogan (10%).
Although for the majority of job seekers the most important thing when choosing a job is the salary (54%), many also focus on the employer’s HR brand (38%). This conclusion was made by iConText Group analysts based on the results of their study, during which they interviewed 2,000 respondents – 1,000 executives (founders of companies, top managers, heads of departments that make management decisions) and 1,000 employees (specialists, leading specialists performing official duties within certain tasks) working in public and private companies of the Russian Federation.
Among those respondents who spoke about the importance of the employer brand, the majority (66%) noted that the main attribute of the brand is people, that is, the team that creates and promotes it.
Second in importance – logo, according to 18% of respondents. In third place in terms of importance – tagline, 10% of respondents voted for him. Less important attributes, according to employees, are— brand name (4%) and his colors (2%).
Most of the respondents stated that they brand information your potential employer primarily through:
- company website (53%),
- social networks of the organization and its top officials (17%),
- articles about the company in the media (16%),
- brand presence in major ratings, awards, etc. (11%),
- speeches of the company’s official speakers (3%).
According to a survey of employers, the majority of managers prefer to develop their companies’ HR brands through corporate events – 37%. 26% introduce motivation systems in the company, 14% offer training to employees at the expense of the organization. To develop an HR brand, 8% of respondents create corporate media, 7% use internal social networks, 5% work on creating comfort in the office and consider it important, and 3% prefer other ways to maintain and develop an HR brand.
It should be noted that given the difficulties in hiring new employees that employers are currently experiencing, and the limited ability to compete for labor through wage increases, about which Kommersant wrote earlier, the strategy of investing in an employer brand may be an alternative choice for a number of companies. At the same time as should According to the results of the hh.ru HR portal survey, even those employers who understand the importance of developing an HR brand are far from always ready to promptly adjust its content to changing labor market conditions.
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