Expert Talks: HR&Marketing Collaboration for Brand Awareness

25/ 09/ 2019

Modern companies have to actively fight for talent. There are many interesting vacancies, and candidates are no longer easily attracted to the usual “good working conditions”, “friendly team” and so on. In the face of such intense competition in the labor market, HR and recruiting specialists are further elaborating on the value proposition for future employees and actively engaging with the company’s team, engaging them in the formation of an employer brand. At the same time, marketing tools and the assistance of fellow marketers come in handy more than ever. On September 25, at the HR Committee, participants had the opportunity to hear from experts what tools are used by leading companies to create a positive and attractive employer image. Experts of the meeting were: Olena Skyba (HR Director at Kredobank), Khrystyna Makulovych (Head of Information and Marketing Department of Ukrainian Catholic University) and Zenovii Pavliuk (SoftServe Employer Branding Manager). Key messages from experts are the following: 1) “Common goals but different clients are in marketing and HR: value creation of product, company, brand and increase of profit; attracting new customers by giving them greater consumer value; retention of existing clients at the expense of constant satisfaction of their needs, which change over time ”, - said Olena Skyba. 2) “Taking care of a brand is taking care of each team. Talk to the team members, be sensors, fantasize, combine things that cannot be combined, - advised Khrystyna Makulovych. 3) “It is not easy to just take and set the values of the company, hang it on walls and expect everyone to believe in them. When we talk about using any marketing tools or projects, ask a question - #SOWHAT (#ШОБШО), ”- borrowed from the presentation of Zenovii Pavliuk. We sincerely thank the initiator of the meeting – Olena Skyba, for the opportunity to arrange the HR meeting, to Ostap Romanyk – for technical and physical support, to KredoBank – for hospitality, and to all participants for a great mood, questions and full involvement!

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On September 25, at the HR Committee, participants had the opportunity to hear from experts what tools are used by leading companies to create a positive and attractive employer image. Experts of the meeting were: Olena Skyba (HR Director at Kredobank), Khrystyna Makulovych (Head of Information and Marketing Department of Ukrainian Catholic University) and Zenovii Pavliuk (SoftServe Employer Branding Manager).

Key messages from experts are the following:

1) “Common goals but different clients are in marketing and HR:

value creation of product, company, brand and increase of profit;
attracting new customers by giving them greater consumer value;
retention of existing clients at the expense of constant satisfaction of their needs, which change over time ”, – said Olena Skyba.

2) “Taking care of a brand is taking care of each team. Talk to the team members, be sensors, fantasize, combine things that cannot be combined, “- advised Khrystyna Makulovych.

3) “It is not easy to just take and set the values of the company, hang it on walls and expect everyone to believe in them. When we talk about using any marketing tools or projects, ask a question – #SOWHAT (#ШОБШО), ”- borrowed from the presentation of Zenovii Pavliuk.

We sincerely thank the initiator of the meeting – Olena Skyba, for the opportunity to arrange the HR meeting, to Ostap Romanyk – for technical and physical support, to KredoBank – for hospitality, and to all participants for a great mood, questions and full involvement!