Employer Branding in

Recruitment in Russia

20.5.2014

Samuli Pesu

Partner

Awara Group

An employer brand represents the image

a company projects as a potential

employer

Employer Brand

Importance of Employer

Branding in Russia

Full employment in the largest cities

Demographic problem

Meaning of brand

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

TOP BRANDS IN RUSSIA

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

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

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.

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

HOW TO REACH RUSSIANS?

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

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

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

More than 50% of Russians Use

the Internet

Source: Forbes

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

INTERNET THE BEST CHANNEL FOR

EMPLOYER BRANDING IN RUSSIA

Candidate

Unified Employer Branding

Candidate

Unified Employer Branding

On-site

Career showcases

& career growth

prospects &

opportunities

Hiring tips

Open jobs

Employees’ blogs & experiences

Corporate

culture

SEO

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

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

WHY SOCIAL MEDIA IS SO IMPORTANT

IN RECRUITMENT AND EMPLOYER

BRANDING IN RUSSIA?

90% of

Russian Online

Audience is

Active in

Social

Networks

Social Media

Source: UCD Digital Marketing

Russia was the

5th largest

socially

connected

country in the

world in 2012

Social Media

Source: eMarketer.com

5/10 most

popular

websites in

Russia are

social

networking

sites

Social Media

Source: Alexa.com

Social Media

Source: comScore

Every third

active user of

professional

social networks

has found a job

by using social

networks in

Russia

Social Media

Source: Antal

65% consider

that social

media is one

of their key

job search

tools

Social Media

Source: Antal

SOCIAL MEDIA LANDSCAPE IN RUSSIA

Social Networks in Russia

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

HOW TO CREATE EMPLOYER

BRANDING STRATEGY IN SOCIAL

NETWORKS IN RUSSIA?

Define Measurable Goals

Focus on Strategy, Not on Tactics

Plan in Stages

Career Page / Blog is the Engine of the

Branding Machine and Content is Fuel

Drive Candidates to Career Page or

Engage Them in Social Networks

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.

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.

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

Most Followed Companies in

Linkedin in Russia

Yandex Case Study

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

OPEN VACANCIES BESIDES CAREER SITE

Questions or Comments?

Thank You!

Samuli PesuPartner, Head of Sales & MarketingAwara Group

E-mail: samuli.pesu@awaragroup.comMobile: +7 926 710 43 61Office: +7 495 225 3038www.awara-search.comwww.awaragroup.com