"Companies do not have to like it all work." Interview with Nina Osovitskoy, an expert in HR-branding HeadHunter

Nina Osovitskaya works HeadHunter company for 18 years. During this time, she changed three positions, organized a "HR-Brand Award", has become an expert on the positioning in the labor market and has written three books about it. We talked with Nina and discover why an organization may not be a good for all, that the applicants appreciate the most and in which areas is critical not enough staff.

"Companies that give voice to the shortcomings win"

- What were you doing before it hit the HeadHunter?

- This question is difficult to answer, because my whole conscious career took place in the HeadHunter: I joined the company when she was less than a year. It has been recently created a startup with more obscure fate, in which I took the starting position. Until then, I conducted experiments, choosing a professional path, so I held various positions - from a backing vocalist in reggae group to the head of the research laboratory. Then I went on maternity leave, and when her first child, began to look for more serious work than before. So I got into the HeadHunter.

- As a growing company - and you with it?

- It was a very interesting period of the Russian Internet as a professional environment. When I joined the company, placement vacancies and access to the database were free. The main problem was that the experts have just started to use the Internet, so for many it was not very intuitive tool. I'm helping people who want to post job - they literally dictate over the phone or sent by fax. Then I did a beautiful description, add a company logo, structured text and puts it on the site. Thus it was a small miracle: the web has appeared beautifully decorated vacancy description of the employer.

After a year, we announced that our services are monetized, and I moved to the next position - in the sale. It was also very interesting experience, because at that time the Internet was all absolutely free. sites staff search and placing resume looked like an open board, on which to publish their ads could anyone, so our proposal was widely seen skeptically.

People do not understand how the Internet can be for something to pay.

I have long worked in sales, and then moved to the marketing and promotion of the company became involved. After this went on maternity leave, she gave birth to a second daughter and was not ready to return to the office on a full-time basis. We discussed various options with the director, and have a great idea for a new project of the company - "HR-Brand Award", which rewards the best cases in this area. For me it was a good opportunity to continue work remotely free from the office mode.

Initially, participants were few, but this project has helped me to dive in the area of ​​interaction with the brands of different companies. Over time, we have launched more and "Rating of Employers of Russia", which, in contrast to premium estimates are not projects in the field of HR, and the company in general: how they are attractive to candidates and employees appreciate why work them.

For over a year I head Brand Center HeadHunter - it is a separate area within the company, which helps employers to create, promote their HR-brands and become even more attractive in the eyes of their target audience.

- It seems that the work of the HR-branding is similar to the work on the shell, which may be hiding anything.

- I'll bet. If we work exclusively on the shell, it works only in the first stage of the funnel, when you need to attract people to interview. If we laid in our offer something that is not actually a person will feel it immediately - on probation for sure. His, by the way, takes place not only employees but also the company itself, so that if a candidate will be disappointed, he can leave.

Here is an example of a regional organization, which has had problems in the labor market. She spent a very bright recruiting advertisements and gave big promises, therefore, attracted a large flow of people, but could not hold it. The Internet was filled with negative reviews about that company - "juicer", which does not take into account that between work and private life should be some kind of face. At one point, people stopped coming even to the interview.

Then the company started working on positioning and put emphasis on the fact that the working environment is really heavy, but it's a great school of life for the real heroes who strive for more and are willing to devote time career. So managed to focus on the right target audience, you are not confused processing and the lack of output, and at the same time to keep the promise: people really grow within the company very quickly. Six months later, it was much less negative.

- What signals indicate that the company is worth watching with caution?

- It is necessary to formulate their demands to the employer and to understand what is important to you: the location of the office, the head of the person or the situation in the workplace. Based on this and the need to evaluate the options.

In most cases, a person has the opportunity to communicate with the direct supervisor, but many candidates spend the time trying to make a good impression. They underestimate the chance to ask clarifying questions, and learn about the company a little more.

Ask how the potential rewards depend on performance: if you do the duties more effectively, perhaps Increase Your Income? People are not always ready to discuss the issue freely, but it is in this formulation, the majority of employers perceive it positively. We are not talking about specific numbers and the transparency of compensation system. If you are interested in such things, then immediately reveals itself as human, focus on results.

An important point - the possibility of training in the company's development and growth. Many employers get annoyed when candidates say that they have big career ambitions, but you need to change the wording again. Ask how transparent, clear and established system of career growth in the company? Most likely, you will get a clear answer, and will be able to make choices on the basis of this factor.

- What managers should pay attention to when the company's presentation, not to cross the line between reality and embellishment?

- Working on the brand of the company, we will think through the value proposition - is not only a positive reasons for people to come into the company, but also negative factors. One of them - the development zone. If we understand that now the system career opportunities Lack of transparency, but in the course of the year the situation will change, then we can talk about it directly to candidates.

Another unit - office location, which is likely, for a long time will remain the same. Some companies are moving to become more attractive in the eyes of employees and candidates, but often the room is in the property, so it is difficult to change the location.

Another important point - feature production, which with all due attention to the technological innovations remain environmentally unfriendly. It is also worth mentioning the processing, if the nature of the activity involves them.

All these things that you need to speak openly even during the publication of vacancies, and not during the interview. In this regard, I very much liked the slogan of the company "Troika Dialog", "will not be easy, it will be interesting." The organization immediately says that it will be difficult, and it is a very strong move. Companies that are willing to openly voice their weaknesses to win labor market.

"For organizations struggling talents from different fields"

- What are the methods companies can use right now to pump your HR-brand?

- By creating a value proposition based on data research. Many organizations are taking as a basis for their own hypotheses and solve the problem within a narrow group of people, and it is necessary to take into account the views of all employees.

The first step - to appeal to top managers of the company and learn all about their strategic priorities and plans in dealing with people. It is important to understand not only what staff we need right now, but also how the requirements will change. Perhaps there will be new audiences that we will attract, and some people, on the contrary, cease to interest us in large numbers.

Then you need to conduct a study of perception of current employees. To do this, apply quantitative and qualitative methods: focus groups, interviews and surveys. Ask people what they think benefits the company as a place of work, and what is missing. What factors could lead one to believe that the quit?

The next step - to learn what to look candidates when choosing an employer, what is important to them, as far as your company is recognizable, and most importantly - it is attractive? Do not forget to compare these characteristics with the competitors, but not only from your area - for talent fighting organizations from different spheres.

Another research unit - competitive analysis. You need to immediately learn how to position themselves your competitors, what they include in their value proposition, what words and visual techniques they describe it. Try to be special, that you are not confused with the other players on the market.

When data is collected and processed, a bid is formed by the employer's value (EVP). At this stage in the process must involve senior managers and executives who have confirmed that they are ready to fulfill their promise to the candidates and employees. Only in this way will avoid a dangerous stories about false belief.

- You have already mentioned that a team of colleagues have developed a methodology, "Rating of Russian employers." Which companies are consistently in the top line?

- There are no big surprises - it's the big players, who work in the field of energy and mining and production of raw materials. The top five consistently includes such companies as "Rosatom", "Sibur", "Gazprom Neft", "Norilsk Nickel". Increasingly, we see in our ranking of IT-organization, banks, retail chains.

Occupy the top lines employersWhich for a long time and systematically working on its HR-brand. They went all the way that I described: in-depth research and think carefully about the value proposition. Many of them belong to the state and have limitations in communications, but nevertheless are systemic activities and are always present in the channels, which are visited by their target audience. In recent years there has been a positive trend: even the state-owned companies are becoming more open and democratic in communication with potential candidates. Five years ago it was unimaginable.

- What kind of jobs are now the most popular and what is the reason?

- The most competitive sphere - it is certainly, IT. Here the demand is much higher than supply, so that for the candidates conducted a fierce struggle. They are fighting not only specialized company, but also industrial organizations that produce whole units under the IT and Digital.

Acute demand now and in the working field. This is an interesting trend, because more and more companies understand that it is necessary to apply additional communication efforts and promote the image of blue-collar occupations in the labor market. Generation who choose these professions during the Soviet Union, go, but the young people to draw more and more difficult, so organizations are opening their own colleges or individual programs. It is important that children have the choice at the start of a career path increasingly looking in the direction of working professions.

- If there was a perfect image of the company, which wants to operate each as would she look like?

- None of us do not need to work at it like anything in the world - it is important to be a magnet for its audience. For some, the ideal conditions - a minimum of formalization and bureaucracy-free open-minded attitude, quick decision-making and the right to make a mistake. Others will say that they feel comfortable in a regulated environment, where everything is clear and predictable. Is it possible to say that one is better than another? Unlikely.

It should be understood that the skilled person of the same direction can be very successful in one company and achieve absolutely nothing in the other.

The ideal situation - when the employer clearly understands that he represents. Only if there is communication with the right people who have the necessary expertise and at the same time happy to work in the proposed terms.

"Quality of chairs directly affects the performance of layoffs"

- Where can I learn the HR-branding?

- Basically this additional educational formats. In our area, there are two well-known international online course in English: Employer Branding Academy Universum and Employer Branding College. They are very similar in structure and methodology, but first there is the possibility of personal protection projects in one of the European capitals.

I recommend to track our activities: HeadHunter often holds public educational conferences, webinars. Recently I passed the big summit HR Digital, and a separate thread was devoted to the topic HR-marketing. For two days people in a concentrated form to obtain an analogue of good online course.

- As far as the scope of HR-marketing perspective?

- Against the background of proposals for IT - is a drop in the ocean, but if we estimate the scope of HR and communications alone, it becomes clear that demand is also outstripping supply. Every day people ask me if I could recommend someone, because companies are continuously looking for the person on the manager's position brand employer. Our team is also expanding, so we're trying to find a good candidate now. of HR professionals who received additional marketing education will be exactly in great demand in the market. In the next five years, the trend will only grow.

- How much can you earn in this area?

- Salaries vary depending on where you work: in a single company or agency. The last heavy loads and processing, but it is possible to get more than 100 000 rubles a month, if you are a good specialist. In some companies, it all depends on the size - small Moscow organization of the salary of about 60 000 at the start, and in large, it can exceed 150 000 rubles.

- What HR needs to pay attention in the first place: the results of the team or the feeling of each person in it?

- I think it's very related things. In some cases, the result depends on how accurately aligned processes and prescribed regulations. From the employee only needs a competent execution of instructions, so his sense of self does not matter - this work in the future, robots will perform.

When it comes to intellectual activity with elements of creativity, involvement and importance it is the adoption of the company's values. In such a case seen a direct correlation between how employees are assigned to their work and what results we get in the end.

- One of the biggest problems still remain burnout employees. How to deal with it?

- Many companies are faced with burnoutBecause the intensity of work is increasing and the load, respectively, too. Some of the organizations dealing with the issue of system: using surveys and monitor when there is a critical level of stress. Are important preventive measures, such as more favorable conditions that allow to take a break during the working day. We have a sleeping capsule, in which you can relax a bit once felt that the productivity of action tends to zero.

Additional activities that help employees maintain a healthy lifestyle, it is very appreciated. In the offices of some companies regularly come to doctors or trainers who conduct sports programs. Divide the scope of work and personal life is becoming increasingly difficult, so employers have to be involved in this process and help employees become more healthy and conscious. So reducing the risk that a person at some point just fall out of the workflow.

- Do you think the organization of the working places of employees greatly affects the efficiency?

- It is difficult to say when it does not matter. This is an important aspect for any employee, no matter what position he held neither. Here is a classic example with cashiers in a commercial network. Quality chairs directly affected indicators layoffs. It turned out that it is much more profitable to buy the normal seats than ever to hire new workers because they elementary inconvenient to be behind the counter.

When it comes to qualified specialists from the sphere of IT, of which conducted a fierce struggle, the working conditions are essential. It is not enough simply to put a cool chair and table - you need to use advanced equipment, because every detail can be decisive.

- And it looks like your workplace?

- Brand Center is located in a small office in Moscow because few staff: We have a distributed team, so that some of our colleagues are in the regions and work from home. The working area is very beautiful with two walls of the four takes panoramic windows, which offers a nice view from the sixth floor. Yet we have a glass board, on which we fix the main insights of projects, plans and expectations. I regret that I do not have the same tools for online communication with a distributed team - it would be convenient to make their ideas into a single space.

On my table is a notebook that I connect to a large monitor to reduce eye strain. Also, I use a separate keyboard and mouse, because with the touchpad work goes wrong productively. Landline phone is long gone, but the mobile is always nearby. In addition, we use Skype for business - it is very convenient, because all means of communication is in the laptop.

- How do you organize yourself throughout the day?

- I always try to create a schedule in advance and be sure to allocate time for unscheduled tasks. Somehow they always arrive, and left them under the windows on the calendar allow to structure a better job and have time to do all the time. The company we use Outlook-calendars, Jira and actively apply the public access to documents. Trello also helps as a tool for tracking project.

- what to do in your free time?

- I have already mentioned that I have two daughters. The eldest is already living separately, but we still love to travel the four of us: me, my husband and children. I was very pleased with not only the period of the holiday, but also preparing to travel. I love to build a route so that, despite the different interests and age, everyone was in a rush to take part in the adventure.

We have a fairly active cultural life: from the youngest daughter choose a ballet, and the elder - opera. The whole family occasionally watch movies and play sports - swim in the pool. I also go to the EMS-intense workout that lasted about 40 minutes - on the other I do not have time.

Layfhakerstvo from Nina Osovitskoy

books

Professional book which I advise all communication specialists, heads and managers, - "Work rules!". She wrote Laszlo Bock - a former HR-director to Google. Perhaps this is the best book about working with people, which was published recently. Personally, I am very close approach, which describes Laszlo, because he is, on the one hand, based on the data, and on the other - takes into account the subtle nuances of the human psyche and behavior.

With fiction is more difficult because everyone has their own preferences. Some time ago I was shocked a great novel "Candle", Written by our compatriot Valery Valeri Zalotukha. This "War and Peace" of our time - the epic, sometimes heavy and sometimes very light work. If you are ready for serious literary exploits, I recommend!

Movies and Series

I'm an addictive personality, so I have to deal with dangerous serials. If seriously interested, I can take some time, designed for sleep, so do not risk watching movies in which the story is tied to the continuation of the series in the series. Of cool options I can only advise "Black Mirror": it perfectly reflects the challenges and opportunities of our time and can further reflect on this matter.

The plan now is a good time films came out a lot of cool stories. I advise everyone to see "The Joker». And regardless of the labeling of "18+", with children and adolescents, because it is an excellent opportunity to discuss the story and gain new insights. «What Just Happened"It is also a good movie, but for fans of extreme sports with strong mentality recommend" Solstice ". This work seemed to me very interesting and giving many opportunities for further conversation.

Sites and Video

If we talk about the professional field, I recommend to subscribe to the blogs of international experts, such as Josh Bersin. Video cool to look at TED - very inspiring format. It is particularly useful to study, if they themselves are preparing for public speaking.