{"id":3026,"date":"2023-04-03T14:51:09","date_gmt":"2023-04-03T12:51:09","guid":{"rendered":"https:\/\/boomerang.agency\/?post_type=blog_article&p=3026"},"modified":"2023-04-07T16:34:50","modified_gmt":"2023-04-07T14:34:50","slug":"valka-o-talenty-b2t-komunikace-uz-je-dnes-nutnost","status":"publish","type":"blog_article","link":"https:\/\/boomerang.agency\/en\/blog\/valka-o-talenty-b2t-komunikace-uz-je-dnes-nutnost\/","title":{"rendered":"V\u00e1lka o talenty. B2T komunikace u\u017e je dnes nutnost"},"content":{"rendered":"

Na trhu pr\u00e1ce prob\u00edh\u00e1 rva\u010dka. Kvalifikovan\u00ed a motivovan\u00ed lid\u00e9 chyb\u00ed firm\u00e1m, kter\u00e9 je pot\u0159ebuj\u00ed k udr\u017een\u00ed sv\u00e9ho zisku, nebo l\u00e9pe sv\u00e9ho r\u016fstu. N\u011bkter\u00e9 spole\u010dnosti zoufale nab\u00edraj\u00ed prost\u0159ednictv\u00edm inzer\u00e1t\u016f kohokoliv, kdo m\u00e1 ruce a nohy. Ty chyt\u0159ej\u0161\u00ed investuj\u00ed do B2T komunikace.<\/b><\/p>\r\n

Pokud firmy cht\u011bj\u00ed nad aktu\u00e1ln\u00edm stavem pracovn\u00edho trhu vyzr\u00e1t, vyplat\u00ed se jim investovat do B2T (Business-to-Talent) komunikace, kter\u00e1 pokr\u00fdv\u00e1 cel\u00fd \u017eivotn\u00ed cyklus zam\u011bstnance. Od obecn\u00e9ho pov\u011bdom\u00ed p\u0159es n\u00e1bor, pr\u016fb\u011b\u017en\u00e9 zapojen\u00ed zam\u011bstnanc\u016f a\u017e po jejich odchod. Podobnost s\u00a0b\u011b\u017en\u00fdmi z\u00e1kaznick\u00fdmi cestami z B2C nebo B2B komunikace nen\u00ed v\u016fbec n\u00e1hodn\u00e1. B2T je tat\u00e1\u017e hra, jen na jin\u00e9 t\u00e9ma.<\/p>\r\n

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Nov\u00e1 siln\u00e1 generace, v jej\u00ed\u017e vod\u00e1ch by mohly firmy lovit sv\u00e9 talenty, podle demografick\u00fdch anal\u00fdz a predikc\u00ed \u010cesk\u00e9ho statistick\u00e9ho \u00fa\u0159adu nep\u0159ijde. HR proto bude muset reagovat a nov\u00e9 talenty vychov\u00e1vat dlouho p\u0159ed n\u00e1stupem do pracovn\u00edho procesu. B2T komunikace m\u016f\u017ee b\u00fdt u\u017eite\u010dn\u00fd n\u00e1stroj. ZDROJ: \u010cS\u00da<\/span><\/i><\/p>\r\n

Dob\u0159e ji ale hraje jen velmi m\u00e1lo spole\u010dnost\u00ed. V\u011bt\u0161ina se soust\u0159ed\u00ed na loajalitu st\u00e1vaj\u00edc\u00edch zam\u011bstnanc\u016f a v r\u00e1mci akvizice (n\u00e1boru) se spol\u00e9haj\u00ed na drobn\u00e9, kr\u00e1tkodob\u00e9, n\u00e1razov\u00e9 kampan\u011b, kter\u00e9 jim v\u00a0posledn\u00ed dob\u011b p\u0159est\u00e1vaj\u00ed fungovat. Pokud se n\u011bjac\u00ed kandid\u00e1ti p\u0159ece jen ozvou, jejich kvalita b\u00fdv\u00e1 \u010dasto nedosta\u010duj\u00edc\u00ed.\u00a0N\u00e1bor tak trv\u00e1 ne\u00fam\u011brn\u011b dlouho, a\u00a0i\u00a0proto je ne\u00fam\u011brn\u011b drah\u00fd<\/b>.<\/p>\r\n

Jedn\u00edm ze z\u00e1kladn\u00edch pil\u00ed\u0159\u016f je investice do budov\u00e1n\u00ed zna\u010dky zam\u011bstnavatele<\/b>. Musej\u00ed na n\u00ed spolupracovat personalist\u00e9 se sv\u00fdmi insighty a informacemi z\u00a0provozu a lid\u00e9 z\u00a0marketingu se strategiemi a kreativn\u00edmi taktikami. V\u00fdsledkem je image zam\u011bstnavatele, kter\u00e1 p\u0159itahuje lidi z\u00a0oboru. Ti ve firm\u011b cht\u011bj\u00ed pracovat a\u00a0o\u00a0m\u00edsto se aktivn\u011b uch\u00e1zej\u00ed. Nebo firmu alespo\u0148 zv\u00e1\u017e\u00ed v\u00a0moment\u011b budouc\u00edho hled\u00e1n\u00ed pr\u00e1ce.<\/p>\r\n

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HRomady inspirace od t\u011bch nejpovolan\u011bj\u0161\u00edch<\/span><\/h2>\r\n<\/span> \r\n

I tak by se dal popsat Content hub\u2122, kter\u00fd vyv\u00edj\u00edme a ope\u010dov\u00e1v\u00e1me pro nejv\u011bt\u0161\u00edho HR hr\u00e1\u010de na \u010desk\u00e9m trhu \u2013 skupinu LMC. Pokud v\u00e1s ot\u00e1zky ohledn\u011b n\u00e1boru a p\u00e9\u010de o va\u0161e lidi p\u00e1l\u00ed, pono\u0159te se do obsahu, kter\u00fd bav\u00ed HRisty<\/a><\/u>.<\/span><\/i><\/span><\/u><\/u><\/span><\/p>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n

\u00a0<\/h2>\r\n

Fakt to funguje?<\/h2>\r\n

Minul\u00fd rok za n\u00e1mi p\u0159i\u0161la person\u00e1ln\u00ed \u0159editelka Jitka Moravcov\u00e1 a obchodn\u00ed \u0159editel Lubor Lepi\u010d z celosv\u011btov\u00e9 logisticko-v\u00fdrobn\u00ed firmy DB Schenker. V Rudn\u00e9 u Prahy pr\u00e1v\u011b otev\u00edraj\u00ed nov\u00fd sklad, do kter\u00e9ho pot\u0159ebuj\u00ed z\u00edskat vy\u0161\u0161\u00ed des\u00edtky b\u00edl\u00fdch l\u00edme\u010dk\u016f (administrativn\u00ed pozice a vedouc\u00ed sm\u011bn) a stovky modr\u00fdch l\u00edme\u010dk\u016f (d\u011bln\u00edky, skladn\u00edky aj.), ale znalost jejich zna\u010dky je mezi kandid\u00e1ty minim\u00e1ln\u00ed a maj\u00ed o n\u011b nouzi. Jak\u00a0m\u016f\u017eou tak velk\u00fd n\u00e1bor zvl\u00e1dnout pomoc\u00ed HR marketingov\u00e9 kampan\u011b?<\/p>\r\n

Aplikovali jsme pravidla dlouhodob\u00e9 B2T komunikace, kter\u00e1 se technicky neli\u0161\u00ed od klasick\u00e9 zna\u010dkov\u00e9 kampan\u011b, a po jej\u00edm spu\u0161t\u011bn\u00ed jsme dostali Schenker nad HR benchmark v\u00a0po\u010dtu p\u0159ijat\u00fdch \u017eivotopis\u016f v\u00a0segmentu (potvrzeno daty LMC). D\u016fle\u017eit\u00e9 tak\u00e9 je, \u017ee se jednalo o\u00a0relevantn\u00ed z\u00e1jemce. Funguje to, a pokud bude Schenker d\u00e1l pokra\u010dovat v\u00a0technik\u00e1ch strategick\u00e9 B2T komunikace nap\u0159\u00ed\u010d celou z\u00e1kaznickou cestou, ud\u011bl\u00e1 na pracovn\u00edm trhu sv\u00fdm konkurent\u016fm ur\u010dit\u011b trochu v\u00edtr.<\/p>\r\n

\u201eKdy\u017e n\u00e1m nep\u0159ich\u00e1z\u00ed popt\u00e1vky od kandid\u00e1t\u016f p\u0159es pracovn\u00ed port\u00e1ly, jsme odk\u00e1zan\u00ed na pracovn\u00ed agentury. A kdy\u017e porovn\u00e1me v\u00fddaje za n\u011b a za HR marketing, jednozna\u010dn\u011b vyhr\u00e1v\u00e1 marketing. Ten nav\u00edc \u0159e\u0161\u00ed probl\u00e9m dlouhodob\u011b. Podporuje zapamatovatelnost zna\u010dky a\u00a0z\u00e1rove\u0148 navazuje hlub\u0161\u00ed vztah s\u00a0potenci\u00e1ln\u00edmi kandid\u00e1ty,\u201c \u0159\u00edk\u00e1 Jitka Moravcov\u00e1, person\u00e1ln\u00ed \u0159editelka Schenkeru.<\/i><\/p>\r\n

Nenechte se op\u00edt vlastn\u00ed popularitou<\/h2>\r\n

Dobr\u00e1 pov\u011bst zna\u010dky v o\u010d\u00edch spot\u0159ebitel\u016f pro B2T komunikaci nesta\u010d\u00ed. Popularita zna\u010dky v\u00e1m sice do karet nahr\u00e1v\u00e1, ale z\u00e1rove\u0148 je i\u00a0komplikac\u00ed. Nal\u00e1kat talenty na jm\u00e9no popul\u00e1rn\u00ed firmy je sice snaz\u0161\u00ed, ale o\u010dek\u00e1v\u00e1n\u00ed a t\u00edm p\u00e1dem i\u00a0potenci\u00e1ln\u00ed zklam\u00e1n\u00ed je o to v\u011bt\u0161\u00ed hrozba. B2T komunikace je prost\u011b hra, kter\u00e1 se mus\u00ed hr\u00e1t dlouhou dobu, poctiv\u011b a v cel\u00e9 \u0161\u00ed\u0159i \u2013 tedy i dovnit\u0159 podniku. A\u00a0m\u011bla by ji hr\u00e1t ka\u017ed\u00e1 firma, kter\u00e1 chce prosperovat v \u010dasech, kdy chyb\u00ed a dlouhodob\u011b budou chyb\u011bt na trhu pr\u00e1ce kvalifikovan\u00ed zam\u011bstnanci.<\/p>\r\n

V r\u00e1mci B2T komunikace jsme v Boomerangu pomohli a d\u00e1l pom\u00e1h\u00e1me zna\u010dk\u00e1m, jako jsou \u0160KODA AUTO, Asahi, Metrostav, Albert, Raiffeisen Bank, Sanofi nebo pr\u00e1v\u011b DB Schenker.<\/strong><\/p>","protected":false},"excerpt":{"rendered":"

Na trhu pr\u00e1ce prob\u00edh\u00e1 rva\u010dka. Kvalifikovan\u00ed a motivovan\u00ed lid\u00e9 chyb\u00ed firm\u00e1m, kter\u00e9 je pot\u0159ebuj\u00ed k udr\u017een\u00ed sv\u00e9ho zisku, nebo l\u00e9pe sv\u00e9ho r\u016fstu. N\u011bkter\u00e9 spole\u010dnosti zoufale nab\u00edraj\u00ed prost\u0159ednictv\u00edm inzer\u00e1t\u016f kohokoliv, kdo m\u00e1 ruce a nohy. Ty chyt\u0159ej\u0161\u00ed investuj\u00ed do B2T komunikace. Pokud firmy cht\u011bj\u00ed nad aktu\u00e1ln\u00edm stavem pracovn\u00edho trhu vyzr\u00e1t, vyplat\u00ed se jim investovat do B2T (Business-to-Talent) komunikace, kter\u00e1 […]<\/p>\n","protected":false},"featured_media":3027,"menu_order":0,"template":"","serial":[],"class_list":["post-3026","blog_article","type-blog_article","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nV\u00e1lka o talenty. B2T komunikace u\u017e je dnes nutnost - Boomerang Communication<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/boomerang.agency\/en\/blog\/valka-o-talenty-b2t-komunikace-uz-je-dnes-nutnost\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"V\u00e1lka o talenty. B2T komunikace u\u017e je dnes nutnost - Boomerang Communication\" \/>\n<meta property=\"og:description\" content=\"Na trhu pr\u00e1ce prob\u00edh\u00e1 rva\u010dka. Kvalifikovan\u00ed a motivovan\u00ed lid\u00e9 chyb\u00ed firm\u00e1m, kter\u00e9 je pot\u0159ebuj\u00ed k udr\u017een\u00ed sv\u00e9ho zisku, nebo l\u00e9pe sv\u00e9ho r\u016fstu. N\u011bkter\u00e9 spole\u010dnosti zoufale nab\u00edraj\u00ed prost\u0159ednictv\u00edm inzer\u00e1t\u016f kohokoliv, kdo m\u00e1 ruce a nohy. 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