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

www.brandbakers.cz