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Война воронки продаж с клиентским опытом: теперь в HR

07.04.2017

Источник материала Vera Via



Privolnev_2012.jpg11Дмитрий ПРИВОЛЬНЕВ

Эксперт Vera Via

Инструменты маркетинга все чаще применяются в HR. Скоро в службы персонала будут брать людей преимущественно с дипломом маркетолога, а не педагога или психолога. Только, боюсь, этого будет недостаточно.

Началась эта тенденция лет 10 назад. Тогда стало модно говорить о «построении бренда работодателя». Правда, в 2008 году наступил кризис, и тема как-то подзатихла. Но уже в 2012 году я увидел визитку «Менеджер по PR, Дирекция по персоналу». Причина известна – кадровый кризис. Чтобы привлечь хороших работников, компании наконец решили заняться своим имиджем на рынке труда.

Помогло? Частично. Компании, которые занимались имиджем работодателя серьезно, усилили свои позиции в привлечении работников – смогли выбирать из большего количества резюме.

Но много лидов – это не обязательно много продаж. Много резюме – это не означает, что кандидаты нам подойдут. И вот в HR приходят инструменты маркетинга времен Четвертой промышленной революции – Big Data и Искусственный интеллект. Свежая статья в русском Forbes рассказывает: «Большие данные» о вероятных кандидатах из интернета помогут HR-отрасли серьезно увеличить точность подбора. Технологии научатся идентифицировать нужного человека за несколько секунд, используя, например, данные по лайкам в социальной сети. Любого специалиста можно будет идентифицировать, и выйти с ним на связь всего за считанные секунды, просмотрев миллионы профилей.

Верю. Будет, и достаточно скоро. Качество лидов кандидатов точно улучшится, и конверсия увеличится. Но это все равно приложение идеи «воронки продаж» к найму персонала. А в современном маркетинге есть более эффективный подход, чем «воронка». К счастью, он тоже начал проникать в HR.

Отчет «2017 Deloitte Global Human Capital Trends» выявил новую тенденцию в задачах HR — Employee experience. Нет, это не опытность работников. Это – опыт работников от общения с компанией — работодателем. Прямой аналог Customer experience – опыта клиентов от общения с компанией — поставщиком товаров и услуг.
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В Vera Via мы являемся убежденными сторонниками подхода Customer experience, в противовес «вороночным» продажам. Подход «клиентского опыта» подразумевает внимание ко всем контактам клиента с компанией и создание ценности для клиента на всем этом пути. 

Deloitte постулирует, что интегрированный Employee experience столь же ценен и может иметь такое же (или даже большее) влияние на компанию, как и стратегия Customer experience.

Положительный Employee experience приводит к тому, что сотрудники довольны своей работой и лояльны компании. Это можно измерить вполне маркетинговым инструментом – опросами, аналогичными NPS. Такие исследования проводятся Gallup во всемирном масштабе раз в несколько лет, а в США – вообще еженедельно. Меряется увлеченность людей своей работой – Work Engagement. Попробуйте угадать, какой процент людей говорит социологам, что увлечены своей работой?

Крайне низкий. В среднем по миру – 13%, по России – 19% (это 2012 год). В США на прошлой неделе было 34%. И я сильно сомневаюсь, что ситуацию может исправить только назначение в компаниях ответственного на высшем уровне за Customer experience, объединяющего функции вовлеченности, обучения, развития карьеры, организационного дизайна, аналитики и культуры (одна из рекомендаций Deloitte).

Потому что – снова маркетинг. Если у вас нет хорошего продукта, весь остальной маркетинговый процесс лишен смысла. Если у вас нет привлекательной для сотрудников работы – не спасет никакой брендинг и искусственный интеллект при подборе кандидатов (они просто не примут ваше предложение). Но создать действительно привлекательную для сотрудников компанию – это задача не только (и не столько) HR. Это задача для всего менеджмента.

Радует, что все больше руководителей осознают необходимость решения этой задачи. 80% процентов опрошенных Deloitte оценили Employee experience как «важно» или «очень важно». Правда, только 22% респондентов отрапортовали, что их компании справляются с этим «на отлично».

Ключевым инструментом решения этой задачи предлагается снова маркетинговый подход – Design thinking. Изучение того, что сотрудники делают каждый день, изобретение способов сделать это проще и быстрее. Обратная связь и последовательная доработка продукта. Только продукт в данном случае особо важный – это большая часть жизни людей.



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