Considering how tired I am to the buzz of corporations about HR marketing, HR brand and all the crap around them (hysteria is not yet comparable withAdjail-bigdata-blockchains, but strives for them), then it's time to speak and understand the essence of the phenomenon. And at the same time I’ll immediately sketch about information security in companies, because all this fuss is things of the same order and one nature.
The first error
HR marketing is not a little thing and team building andother things. These are not the wet dreams of the HR department that they will finally do SOMETHING GREAT, so their boss will finally appreciate and stop wiping his legs against the department. This is not an HR Brand Award, which has nothing to do with reality at all! And these are not idiotic measurements of the employees' happiness level, after which about nothing changes anyway!
This does not prevent the company from being shameful shit in the face of scarce personnelwhich even in a crisis is not so easy to get.
The second error
Information security is not badthe brain in any garbage is a security. This is not reading correspondence of employees, cameras, mini-cell in the office and not wiretapping calls. This is not a breakthrough of regulations that prohibit just about anything. This is not regular swearing when security guards turn tender documentation into prayer to call Satan.
All this in no way interferes with regularly draining client bases for three rubles and enclosing client cells.
Where should it all begin
HR marketing and HR brand, as well as information security, starts with intelligible management, motivation systems, realistic career lifts and a healthy corporate culture. So that at least it’s not nasty in the officework. That the working day was not like staying in a concentration camp or a psychiatric hospital. That common sense and competence should be the main theme at all levels, and not occasionally and in some places. And so that the office would not want to take out and sell in parts, but to voluntarily work for a common profit, clearly understanding WHY AND WHAT everyone does.
And this is more complicated than hanging software, prohibitions inwrite instructions, arrange a wiretap, and then conduct trainings with coaches, invite facilitators and run in bags with booze in a country hotel to arrange.
HR marketing in Russian
Take two simple, understandable at the same timeclassic examples of typical HR marketing in its real Russian performance. Where it was enough to immediately include at least a little common sense - but naturally, common sense contradicted the intentions of company management.
Rosa Khutor is the leading ski resort in the country. Potentially, working in it could be prestigious. But here is the story: their office is located in the village of Novinki in the Istra district of Moscow region. You can’t walk from the nearest railway station. The regularity of buses from metro Tushinskaya can be seen here. Who in the end do they want to hire in the company - residents of Krasnogorsk? Istra? Nahabino? Workers living in Tushino who will never be late for the bus that isn’t the most frequent? Yes, everything is simpler. One of the tops got sick of sawing in the capital along the standing Novorizhskoe highway. And he decided - whether hell, let the slaves themselves come to me. And rent an office in my village cheaper - profit! And I can walk about five minutes before work. Well, okay, I’ll organize a bus for the suckers from the shoulder of the master.
And the top decidedly put that way henarrows the primary funnel of recruitment, and even quantitatively it will be able to see fewer people. Not that high quality. Then the same manager will be surprised why they got the wrong ones again, and why those who are needed put up a barrage price list or simply send personnel officers to hell right away. And why "there is no one to work with, only idiots around." So you yourself, comrade, are the first nerd on the list - because you yourself cut off your choice. And at the same time business opportunities. All in order not to drag the ass to the car, but at the same time live comfortably outside the city. Now you can at least get your hands on the HR brand and attend at least a hundred seminars on HR marketing.
The example of Rosa Khutor is not the only one. There are dozens of such only in Moscow, where the lackeys themselves must crawl into the gardens to the master, so that the master's ass has the option not to drag himself anywhere. And that example is still relatively "normal." But there is one agribusiness (sorry I forgot the name), where the head office is in a fierce ass on the Kaluga highway in the cottage village, where the master generously remade the extension to the cottage under the office. In the okrug, of course, apart from dachas, there is nothing, slaves need to take food with them, the road to the village and to the dacha is broken up in the best Russian traditions. The corporate minibus is exactly one and leaves exactly at 9 am to the office. I won’t be surprised if the local tsarok fiercely demands more leads from her personnel officers and wonders why they can’t hire anyone normal.
Why HR brand won't help you
All this fuss with the HR brand and with the same nameThe prize appeared for about the same reason that Internet marketing and all kinds of branding concepts are loved in the business. That is, about a damn strain, no processes to build, no mess to treat, but cover the critical product flaws with packaging, or simply try to wrap frank shit in a gift box. And then hope that the end customer does not notice the smell of feces.
A true HR brand means exactly a few things: low staff turnover, fast closing rate even for scarce vacancies (because the candidates themselves want to get into the dream company) and high long-term financial return per unit of staff (which in normal marketing, and not ersatz for HR personnel, is called the buzzword LTV - life-time value) That is, the company as a result should be more than profitable. Again with the prospect of profit on the long term. And not like WeWork, to which individual Vedomosti journalists masturbate, where profitability for a couple with personal enrichment was at the expense of investors. The result - a criminal case in the United States and the head investor (SoftBank) in shit from head to toe.
And also HR brand means no major reputational failures, which most likely will not suit the HR department, but someone else in the company.
For example, PR managers or top management. Or all at once - if you look at Aeroflot, where the Superjet crashes, and the company is to blame for the suitcases, not the pilots. Where the cats are hated together with the passengers instead of a clear explanation why the cat had to lose 2 kg, and the owner of the animal did not engage in circus. Where srach with the labor union of pilots for pay comes almost from the time of the USSR. Where it turns out that the widow of the deceased in a Superjet accident needs to prove moral suffering in court in order to get compensation. Don't you find an excellent employer Aeroflot? Directly, their HR brand shines over the capital of the Motherland and all the best people strive to work in it.
As well as at the Sheremetyevo Airport, where there is noseparate quick security entrance for employees and no benefits for Aeroexpress. That is, pay 1000 rubles every working day to leave and come to work, and stand in the overall long line for inspection. And for being late, of course, we’ll give out in the ass. As you can see, all conditions have been created so that the best people of the country work at the airport named after all of us. Then they can’t find movers for the summer and the mess around luggage begins.
Well and of course HR brand means NO video output on the channel “All works are good” and the like. What “Sportmaster”, “Magnet”, “Tinkoff” and others already managed to regret, where the shit inside the companies got out. Which of course added to the desire of people to work there, right? Because in the "concentration camp" and "mental hospital" to work so fun and pleasant!
As you can see, in Russia it is not very difficult to become an out-of-office office, but an HR brand ... Well, how can I tell you ... Buy a prize more simply ... Of course, win in a difficult and honest fight!
HR brand - wet dreams of HR greatness and dirty wretched reality
To understand what is really wrong with HR-delirium in Russia,just look at the nominees and winners of the “HR-brand” award and compare with what is in reality. In the end, to see that this is just another attempt to buy yourself a piece of reputation on the labor market for three pennies instead of fully earning it.
Here are the nominees for 2019. “Pyaterochka and Eldorado are already quite good. Just about "Eldorado" will soon release on "All works are good." After which the chairs will surely light up under their top managers as brightly as the “Sportsmaster”. About “Pyaterochka” - just watch the video about “Magnet” on the same channel and estimate that Pyaterochka is “Magnet” -light. Great candidates. Not only that, there is also Oriflame. Are you serious? MLM as an HR brand ?! Maybe we’ll also add MMM with Cashbury there? Or the PRIZM pyramid - Dzhigurda and crouching Dima Vasiliev were very pleased with her!
Now we look at the year 2018. Aeroflot with the special focus “Work Focus” for the most interesting HR projects aimed at increasing the importance of work in production, increasing the involvement of employees of working specialties and building respect for working people in society. I am sure that Aeroflot pilots and passengers of the burnt Superjet appreciated this. “Burger King” with the nomination “Equal Opportunities”, about which (equal opportunity to wash the floor at one in the morning) is more than clearly shown in „All worksgood. " Rambler took “Digital Transformation of HR”, in which the mess and rearrangements already seem eternal. And among the nominees were the MLM Amway (and why not immediately NL International?) And Luxoft, whose stories about pinholes and kiddies are full of Ebanoe.it. Where is this IT company other than Lochsoft in no way called. In general, everyone in these companies wants to work, because their HR brand is at an unattainable height.
Year 2017 - Euroset as a winnerpremiums. 2018 year - video about the Euroset on the channel "All work is good." The HR brand lasted exactly one year. Perishable goods, not otherwise. Then Oriflame won again - no, but what? It is strange that there was no Mavrodi - then he was still alive and made it possible to be occupied by a mass of people. And McDonald’s with Burger King, about which again you can watch the video on the channel from Oleg Assa. Well, the InfoSygan University-Bankrupt Synergy is in the nominees. I am sure that you are still eager for these companies to work.
Continue to continue or you already understand that The HR Brand Award is such a wretched attempt by the company to show itself better than they are, like any “Product of the Year”, “People’s Brand” or “Brand of the Year”? And that all these attempts have nothing to do with building a normal HR brand and normal HR marketing. Just classic corporate bipolar disorder.
With one hand we make garbage, with the other we beg for prizes, and we believe that the prizes will save everything and decide everything. And they will increase the managerial ChSV of course!
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P.S. And what personnel officers understand now as HR marketing - I will delve separately. If anything, I will cry with bloody tears and vomit on the carpet for you.
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Original post: https://zen.yandex.ru/media/id/592d3ad87ddde88dbd5af2da/propavshie-dengi-btce-milliony-maizusa-novosibirskie-energetiki-i-bitsmedia-5dd129d36e8b7e61c05bddec
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