employer branding and recruitment in russia, 2014
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Employer Branding in
Recruitment in Russia
20.5.2014
Samuli Pesu
Partner
Awara Group
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An employer brand represents the image
a company projects as a potential
employer
Employer Brand
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Importance of Employer
Branding in Russia
Full employment in the largest cities
Demographic problem
Meaning of brand
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Meaning of Brand for People
Source: Forbes
52% 52%47%
41%
30%
13%
0%
10%
20%
30%
40%
50%
60%
Russia China India Brazil Italy USA
% of People Agree that a Design Label Improves the Image of Person
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TOP BRANDS IN RUSSIA
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TOP 10 Brands 2013
Business Students
1. Gazprom
2. Sberbank Russia
3. Mckinsey & Company
4. Google
5. Unilever
6. Lukoil
7. Rosneft
8. VTB 24
9. PwC
10. Procter & Gamble
Source: E-xecutive
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TOP 10 Brands 2013
Engineering & Science Students
1. Gazprom
2. Rosneft
3. Lukoil
4. Transneft
5. BMW Group
6. Russian Railways
7. Google
8. Wolgswagen
9. Surgutneftegas
10. Toyota
Source: E-xecutive
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Trends
Russian business continues to be popular. However, more foreigncompanies have appeared on the list of ideal employer (2012 vs2013).
The popularity of management consulting firms has not stoppedgrowing.
When choosing the ideal employer Russian students are attracted togreat opportunities for compensation and career growth. In othercountries, other values - such as the job description - are importantto the students more often.
Stable employment is an extremely important factor in Russia, whilestudents in other countries want a balance between work andleisure.
IT students are the closest to the international profile: most popularfield is software and IT services. Top career goal is to becomeexpert in their field. One of their career aspiration is to open theirown business.
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Employer Rating 2012
TOP 10 Companies
1. Google
2. MTC
3. Microsoft
4. AFK Sistema
5. Bank Home Credit
6. Gazprom Neft
7. Speech Technology Center
8. Coca Cola Hellenic
9. Kofeinaja Kantata
10. PepsiCo
Source: Headhunter Rating
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HOW TO REACH RUSSIANS?
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Main Source for Information4
6%
0%
31
%
13
%
6%
4%
60
%
23
%
7%
5%
4%
2%
TV INTERNET PRINTED RADIO WORD OF MOUTH
OTHER
1991 2013
Source: Ministry of Information and Communication
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Advertising Market Volumes by
Media Type (Jan – Jun 2013)
TV48%
Radio5%
Print Media12%
Outdoor Ads14%
Internet20%
Other1%
TV Radio Print Media Outdoor Ads Internet Other
Source: RBC, Russian association of communication agencies
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Ad Market Volumes by Media
Type: Growth Rate (year-to-year)
12 % 14 %
-6
9 %
30 %
11 %
TV RADIO PRINT MEDIA OUTDOOR ADS
INTERNET OTHER
Source: RBC, Russian association of communication agencies
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More than 50% of Russians Use
the Internet
Source: Forbes
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Number of Internet Users in
Russia (in millions)
62 67.9 73.8 78.8 82.7 86.3
130
Y2011 Y2012 Y2013 Y2014 Y2015 Y2016 Y2025
Source: Statista.com
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INTERNET THE BEST CHANNEL FOR
EMPLOYER BRANDING IN RUSSIA
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Candidate
Unified Employer Branding
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Candidate
Unified Employer Branding
On-site
Career showcases
& career growth
prospects &
opportunities
Hiring tips
Open jobs
Employees’ blogs & experiences
Corporate
culture
SEO
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Candidate
Unified Employer Branding
On-site
Career showcases
& career growth
prospects &
opportunities
Hiring tips
Open jobs
Employees’ blogs & experiences
Corporate
culture
SEO
Off-siteYouTube
videos /
employee
testimonials
E-mail & CRM:
announcements on
new jobs & value add
content
Social media
marketing: open jobs,
value add content for
targeted audience
SEM
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Candidate
Unified Employer Branding
On-site
Career showcases
& career growth
prospects &
opportunities
Hiring tips
Open jobs
Employees’ blogs & experiences
Corporate
culture
SEO
Off-siteYouTube
videos /
employee
testimonials
E-mail & CRM:
announcements on
new jobs & value add
content
Social media
marketing: open jobs,
value add content for
targeted audience
SEM
Third party
Open jobs in
recruitment portals
Employer & company
reviews
Content on SERPs:
Search engine result
pages
TV ads, integrated with marketing &
communication
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WHY SOCIAL MEDIA IS SO IMPORTANT
IN RECRUITMENT AND EMPLOYER
BRANDING IN RUSSIA?
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90% of
Russian Online
Audience is
Active in
Social
Networks
Social Media
Source: UCD Digital Marketing
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Russia was the
5th largest
socially
connected
country in the
world in 2012
Social Media
Source: eMarketer.com
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5/10 most
popular
websites in
Russia are
social
networking
sites
Social Media
Source: Alexa.com
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Social Media
Source: comScore
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Every third
active user of
professional
social networks
has found a job
by using social
networks in
Russia
Social Media
Source: Antal
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65% consider
that social
media is one
of their key
job search
tools
Social Media
Source: Antal
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SOCIAL MEDIA LANDSCAPE IN RUSSIA
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Social Networks in Russia
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Professional Social Networks in
Russia
Professionali.ru +4,5 million registered users
Linkedin, +1,5 million (in Russia) registered
E-xecutive, + 300 000 registered
Moi Krug, +1,7 million monthly users
Source: Professionali.ru, Linkedin, E-xecutive, Moi Krug
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HOW TO CREATE EMPLOYER
BRANDING STRATEGY IN SOCIAL
NETWORKS IN RUSSIA?
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Define Measurable Goals
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Focus on Strategy, Not on Tactics
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Plan in Stages
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Career Page / Blog is the Engine of the
Branding Machine and Content is Fuel
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Drive Candidates to Career Page or
Engage Them in Social Networks
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Awara Case: Recruitment and
Branding via Social Networks
We find the best managers (top, middle) and specialist byusing social media networks as a candidate database and viaengaging / branding.
Step 1: Publishing valuable and interesting content targetedfor our target audience in our blog, career page, website, andother online properties:
– Salary surveys
– Training videos
– Professional reports
– Changes in the legislation and their effect on doing business
– Open jobs and career information
– In various formats: text, video, pictures
Step 2: Sharing this content to all our social media networkchannels to drive traffic back & engage with our followers andtarget audience.
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Awara Case: Recruitment and
Branding via Social Networks
We source 90% of our candidates from social media
networks (passive and active job seekers).
Awara Direct Search has the second most followed
Linkedin page in Eastern Europe considering recruitment
and HR industry, nearly 7000 followers.
We have nearly doubled the traffic to our website since
adopting social media networks as the key part of
sourcing candidates.
We have shorten our process for placing candidates to
our customers to average of 2,5 weeks.
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61% of the referral traffic came via social networks
41% of the total traffic came via social networks
Awara Case: Recruitment and
Branding via Social Networks
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Most Followed Companies in
Linkedin in Russia
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Yandex Case Study
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Work environment &
corporate culture
Info on vacancies to drive
traffic to career site
Employee stories
• Marketing / HR share the same channel• Content every day• Content 100% in Russian
University cooperation
EMPLOYER BRANDING
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OPEN VACANCIES BESIDES CAREER SITE
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Questions or Comments?
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Thank You!
Samuli PesuPartner, Head of Sales & MarketingAwara Group
E-mail: [email protected]: +7 926 710 43 61Office: +7 495 225 3038www.awara-search.comwww.awaragroup.com