Sociální sítě jako inovace vašeho HR marketingu? (2. strana)

BUSINESS Social Networks as Innovation in HR Marketing? The theme for the current issue is innovation and the topic of this interview is innovation in HR Marketing. We discussed this with Jiří Kratochvíl from the Ostrava-based communication agency DIGITaal, which deals with HR marketing issues daily. How can social networks help you with recruitment? What sort of stance should we adopt towards social networks and are local companies well versed in using them? These questions and others will be answered in this interview. It is said that employees lose up to 500 hours a year due to an inability to use new technologies. How do you quickly and efficiently support the digitization of companies? This may simply be my subjective opinion, however, I believe that it is important to identify routine activities and automate them. At DIGITAAL, we turn these routine activities into processes that are easily duplicated within our project software. These can include recurring tasks that have to be done for clients in essentially the same manner each week. For example, recording new employees, ones that have left or those that are onboarding. We automate reports for clients, which previously took up around ten hours a month and, thanks to this, saved those ten hours. The list goes on. Recently, we underwent a DigiAudit conducted by the Moravian Silesian Center for Innovation, measuring the level of digitization in companies, and DIGITAAL passed with flying colors. The expert found that our levels of digitization in data transfer, task transfer, etc. were well above standard, and our processes well optimized. In my opinion, the first key step towards implementing technologies should be the usage of a system for directing projects and the identification of processes that can be easily duplicated. This allows you to quickly gain an overview of your projects and easily start up new ones. Thanks to cloud systems, it is also then no problem to work from wherever, whenever while maintaining contact with your team. How are social networks being developed now? Is there perhaps a network that could help with, for example, employee recruitment? The world of social media is being developed every day. We operate in a very dynamic field, which sometimes makes it hard to keep up with all the innovation. With the increase in companies’ success and decrease in unemployment comes a growing pressure towards employee recruitment. What we know to be typical employment platforms are often not enough anymore and so social media serve as a great addition to traditional recruitment channels. We at DIGITAAL devote a lot of time to social media and therefore are able to deliver our customers something that is much more than simply a link to a career listing; we offer them direct contact information of specific candidates that want their information displayed. In conjunction with our precise targeting and great creativity, this allows our method, which we call HR mining, to work as a powerful competitive tool for our clients. A great advantage of hiring through social networks is that it gives the company access to people that are not actively looking for employment, but will make use of an opportunity when it is presented to them. These types of people often do not browse job portals, however, they can still be reached—through their mobile phones, that is. What is the method behind finding good employees through social media? There are multiple ways to go about it, however, having a well-outlined HR communication strategy lies at the core of all of them. That means developing the company’s brand as a good employer through not only communication, but also employees, brand ambassadors or even advertisement campaigns. Are companies becoming more brave when it comes to investment towards innovation, advertisement campaigns, and social media campaigns than they were before the crisis? We are definitely seeing an increased interest in this area. The current global situation significantly heightened a company’s need to be seen on social media, and that is very closely linked with the field of HR. Companies need to hire, old methods are no longer sufficient, and so they resort to approaches such as communication through LinkedIn and advertisement campaigns on social media that boost the company’s image as a good employer. Mr Kratochvíl, thank you for the interview. Text a foto: Jiří Kratochvíl www.digitaal.cz POSITIV 4/2021 ǀ 23