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BrandBakers Current Trends in HR Marketing in the Czech Rep. 2015

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 employer 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.

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BrandBakers Current Trends in HR Marketing in the Czech Rep. 2015

  1. 1. What are the biggest perceived problems in recruitment? What % of HR specialists consider corporate values to be a minor criterion or one of many criteria in the selection of new employees? Questions about recruitment Internet job portals Internal recruitment Recommendations from 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”, which moved up from the 8th position to the 3rd position on a year-to-year basis.This year, 9 % of the com- panies will start to incorporate it. This year, the use of 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 being discussed 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 companies conduct an engagement survey at least once a year? 31 59 What % of companies are interested in how they are perceived by the applicants that they meet during the recruitment process? What % of companies are currently working on the strategy of building their employer’s brand? 56 What % of companies will invest more in HR marketing this year than last year? 27 83 In what % of companies are HR specialists responsible for HR marketing? How many HR specialists have full support from their management with regard to 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 % 63 A higher quality of new employees 56 57 63 Questions about HR marketing J Marketing’s lead over HR marketing decreased minimally on a year-to-year basis in the Czech Republic. However, some of the changes that have taken place 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 values and 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 package for new employees Unique content in recruitment commu- nication based on the brand strategy A plan for building corporate culture A strategy for building the 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 on corporate websites An explanation of corporate values and their demonstration in practice 2 %0 % 4 % 6% 8% 10 % 10 10 9 9Optimization of career websites for mobiles phones Video introduction of the corporate culture Incorporation of game elements (gamification) in the recruitment process and communication Research of the decision-making criteria of 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 criteria of 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.” YEAR ND2 Brand / Business / Design Research on Current Trends in HR Marketing in the Czech Republic 2015 Brand / Business / Design www.brandbakers.cz

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