1. Employer Branding in
Recruitment in Russia
20.5.2014
Samuli Pesu
Partner
Awara Group

2. An employer brand represents the image
a company projects as a potential
employer
Employer Brand

3. Importance of Employer
Branding in Russia
Full employment in the largest cities
Demographic problem
Meaning of brand

4. 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

5. TOP BRANDS IN RUSSIA

6. 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

7. 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

8. Trends
 Russian business continues to be popular. However, more foreign
companies have appeared on the list of ideal employer (2012 vs
2013).
 The popularity of management consulting firms has not stopped
growing.
 When choosing the ideal employer Russian students are attracted to
great opportunities for compensation and career growth. In other
countries, other values - such as the job description - are important
to the students more often.
 Stable employment is an extremely important factor in Russia, while
students in other countries want a balance between work and
leisure.
 IT students are the closest to the international profile: most popular
field is software and IT services. Top career goal is to become
expert in their field. One of their career aspiration is to open their
own business.

9. 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

10. HOW TO REACH RUSSIANS?

11. Main Source for Information46%
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

12. Advertising Market Volumes by
Media Type (Jan – Jun 2013)
TV
48%
Radio
5%
Print Media
12%
Outdoor Ads
14%
Internet
20%
Other
1%
TV Radio Print Media Outdoor Ads Internet Other
Source: RBC, Russian association of communication agencies

13. 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

14. More than 50% of Russians Use
the Internet
Source: Forbes

15. 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

16. INTERNET THE BEST CHANNEL FOR
EMPLOYER BRANDING IN RUSSIA

17. Candidate
Unified Employer Branding

18. Candidate
Unified Employer Branding
On-site
Career showcases
& career growth
prospects &
opportunities
Hiring tips
Open jobs
Employees’ blogs & experiences
Corporate
culture
SEO

19. Candidate
Unified Employer Branding
On-site
Career showcases
& career growth
prospects &
opportunities
Hiring tips
Open jobs
Employees’ blogs & experiences
Corporate
culture
SEO
Off-site
YouTube
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

20. Candidate
Unified Employer Branding
On-site
Career showcases
& career growth
prospects &
opportunities
Hiring tips
Open jobs
Employees’ blogs & experiences
Corporate
culture
SEO
Off-site
YouTube
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

21. WHY SOCIAL MEDIA IS SO IMPORTANT
IN RECRUITMENT AND EMPLOYER
BRANDING IN RUSSIA?

22. 90% of
Russian Online
Audience is
Active in
Social
Networks
Social Media
Source: UCD Digital Marketing

23. Russia was the
5th largest
socially
connected
country in the
world in 2012
Social Media
Source: eMarketer.com

24. 5/10 most
popular
websites in
Russia are
social
networking
sites
Social Media
Source: Alexa.com

25. Social Media
Source: comScore

26. Every third
active user of
professional
social networks
has found a job
by using social
networks in
Russia
Social Media
Source: Antal

27. 65% consider
that social
media is one
of their key
job search
tools
Social Media
Source: Antal

28. SOCIAL MEDIA LANDSCAPE IN RUSSIA

29. Social Networks in Russia

30. 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

31. HOW TO CREATE EMPLOYER
BRANDING STRATEGY IN SOCIAL
NETWORKS IN RUSSIA?

32. Define Measurable Goals

33. Focus on Strategy, Not on Tactics

34. Plan in Stages

35. Career Page / Blog is the Engine of the
Branding Machine and Content is Fuel

36. Drive Candidates to Career Page or
Engage Them in Social Networks

37. Awara Case: Recruitment and
Branding via Social Networks
 We find the best managers (top, middle) and specialist by
using social media networks as a candidate database and via
engaging / branding.
 Step 1: Publishing valuable and interesting content targeted
for our target audience in our blog, career page, website, and
other 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 network
channels to drive traffic back & engage with our followers and
target audience.

38. 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.

39. 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

40. Most Followed Companies in
Linkedin in Russia

41. Yandex Case Study

42. 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

43. OPEN VACANCIES
BESIDES CAREER SITE

44. Questions or Comments?

45. Thank You!
Samuli Pesu
Partner, Head of Sales & Marketing
Awara Group
E-mail: samuli.pesu@awaragroup.com
Mobile: +7 926 710 43 61
Office: +7 495 225 3038
www.awara-search.com
www.awaragroup.com