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.

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