{"id":6693,"date":"2021-05-11T14:56:10","date_gmt":"2021-05-11T12:56:10","guid":{"rendered":"https:\/\/www.profession.hu\/hrfeed\/?p=6693"},"modified":"2021-05-11T14:56:14","modified_gmt":"2021-05-11T12:56:14","slug":"1-mi-az-az-employer-branding","status":"publish","type":"post","link":"https:\/\/www.profession.hu\/hrfeed\/1-mi-az-az-employer-branding\/","title":{"rendered":"1. Mi az az employer branding?"},"content":{"rendered":"<p dir=\"ltr\">Az employer brand a munk\u00e1ltat\u00f3i m\u00e1rka.&nbsp;<\/p>\n<p dir=\"ltr\"><strong> Az a c\u00e9gr\u0151l kialakult k\u00e9p, amibe beletartozik&nbsp;<\/strong><\/p>\n<ul>\n<li dir=\"ltr\">\n<p dir=\"ltr\">a v\u00e1llalat h\u00edrneve az ott dolgoz\u00f3k, az akt\u00edv \u00e9s passz\u00edv \u00e1ll\u00e1skeres\u0151k szem\u00e9ben<\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\">a c\u00e9gkult\u00fara \u00e9s a munkak\u00f6rnyezet<\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\">\u00e9s a c\u00e9g \u00e1ltal felv\u00e1llalt \u00e9rt\u00e9kek is.&nbsp;<\/p>\n<\/li>\n<\/ul>\n<p dir=\"ltr\">A munk\u00e1ltat\u00f3i m\u00e1rk\u00e1t nemcsak a c\u00e9g \u00e1ltal k\u00f6zvet\u00edtett \u00fczenetek form\u00e1lj\u00e1k, hanem t\u00f6bbek k\u00f6z\u00f6tt az ott dolgoz\u00f3k v\u00e9lem\u00e9nye, a sz\u00f3besz\u00e9d, a k\u00f6z\u00f6ss\u00e9gi m\u00e9di\u00e1ban megjelen\u0151 v\u00e9lem\u00e9nyek is: ugyan\u00fagy a munk\u00e1ltat\u00f3i m\u00e1rk\u00e1nk r\u00e9sze az, ha d\u00edjat nyer az irodaberendez\u00e9s\u00fcnk, de az is, amikor egy c\u00e9get eml\u00edt\u0151 poszt alatti kommentekben elszabadulnak az indulatok.&nbsp;<\/p>\n<p dir=\"ltr\">&nbsp;<strong>Munk\u00e1ltat\u00f3i m\u00e1rk\u00e1ja, azaz employer brandje teh\u00e1t minden c\u00e9gnek van, f\u00fcggetlen\u00fcl att\u00f3l, hogy a v\u00e1llalat tudatosan form\u00e1lja-e azt. <\/strong><\/p>\n<p dir=\"ltr\">&nbsp;Mi\u00e9rt fontos, hogy k\u00e9zben tartsuk a m\u00e1rk\u00e1nkat? Mert az employer brand\u00fcnk hat\u00e1rozza meg azt is, hogy milyen munkav\u00e1llal\u00f3kat vonz a munkahely\u00fcnk, azaz milyen jelentkez\u0151k \u00e9rkeznek a c\u00e9g \u00e1ll\u00e1shirdet\u00e9seire.<\/p>\n<p dir=\"ltr\">&nbsp;Egy j\u00f3l m\u0171k\u00f6d\u0151 munk\u00e1ltat\u00f3i m\u00e1rka \u00fagy m\u0171k\u00f6dik, mint egy jel\u00f6ltm\u00e1gnes: azt \u00fczeni a munkaer\u0151piac szerepl\u0151i fel\u00e9, hogy egy olyan v\u00e1llalatr\u00f3l van sz\u00f3, ahol j\u00f3 dolgozni. Ez az \u00fczenet nem puszt\u00e1n a j\u00f3 fizet\u00e9sr\u0151l sz\u00f3l: sokkal ink\u00e1bb egy \u00edg\u00e9ret, hogy a munkav\u00e1llal\u00f3 \u00e9letmin\u0151s\u00e9g\u00e9re lesz j\u00f3 hat\u00e1ssal, ha itt dolgozhat.&nbsp;<\/p>\n<p style=\"text-align: center;\">Aj\u00e1nljuk figyelm\u00e9be a HR Feed-en: <a href=\"https:\/\/www.profession.hu\/blog\/mitarulelcegunkrolazirodank\/\" style=\"outline: none;\">Mit \u00e1rul el a c\u00e9g\u00fcnkr\u0151l az irod\u00e1nk?<\/a> <\/p>\n<ol>\n<p dir=\"ltr\" style=\"text-align: center;\">&nbsp;Egy\u00e9rtelm\u0171, hogy egy tudatosan form\u00e1lt, \u0151szinte munk\u00e1ltat\u00f3i m\u00e1rk\u00e1val csak nyerhet\u00fcnk. Ez minden munkaer\u0151piaci helyzetben, legyen az keresleti vagy k\u00edn\u00e1lati, az el\u0151ny\u00fcnkre v\u00e1lhat. M\u00edg az elm\u00falt p\u00e1r \u00e9vben a jel\u00f6ltek v\u00e1logathattak az aj\u00e1nlatok k\u00f6z\u00fcl, a koronav\u00edrus-j\u00e1rv\u00e1ny hat\u00e1s\u00e1ra t\u00f6bben keresnek munk\u00e1t mint kor\u00e1bban. Egy dolog viszont sosem v\u00e1ltozik: a legtehets\u00e9gesebb, szakk\u00e9pzett jel\u00f6ltek\u00e9rt tenni kell. &nbsp;<\/p>\n<p dir=\"ltr\">&nbsp;<strong>A j\u00f3 munk\u00e1ltat\u00f3i brand fel\u00e9p\u00edt\u00e9se nem k\u00f6nny\u0171 munka.<\/strong><\/p>\n<p dir=\"ltr\">Az employer branding komplex feladat: mondhatjuk \u00fagy is, hogy a munk\u00e1ltat\u00f3i m\u00e1rka nem a bolt kirakata, hanem a sokkal ink\u00e1bb az \u00e9p\u00fclet alapja. Legal\u00e1bb olyan tudatoss\u00e1ggal \u00e9s m\u00e9lys\u00e9gben \u00e9rdemes ezzel is foglalkozni, mint az \u00e9rt\u00e9kes\u00edt\u00e9si vagy a marketing strat\u00e9gi\u00e1nk eset\u00e9ben \u2013 s\u0151t, az a legjobb, ha 360\u00b0-os szeml\u00e9lettel kezelj\u00fck a k\u00e9rd\u00e9st, felismerve, hogy minden tev\u00e9kenys\u00e9g\u00fcnk kihat a t\u00e1rster\u00fcletekre is.&nbsp;<\/p>\n<p dir=\"ltr\">&nbsp;C\u00e9ges arculatunk fel\u00e9p\u00edt\u00e9sekor figyeln\u00fcnk kell arra, hogy az \u00edg\u00e9retek m\u00f6g\u00f6tt val\u00f3di tartalom legyen. A k\u00f6zhelyes \u00e1ll\u00edt\u00e1sok, t\u00falz\u00e1sok hamar leleplez\u0151dnek, a hitelesen kommunik\u00e1l\u00f3 c\u00e9gek viszont versenyel\u0151nyre tehetnek szert. \u00d6sszetett feladatr\u00f3l van sz\u00f3, de a j\u00f3l fel\u00e9p\u00edtett m\u00e1rka megszil\u00e1rd\u00edthatja a v\u00e1llalat hely\u00e9t a munkaer\u0151piacon, \u00e9s seg\u00edthet a legjobb munkav\u00e1llal\u00f3k megszerz\u00e9s\u00e9ben.&nbsp;<\/p>\n<h3 dir=\"ltr\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/2bhILs-4A6j6cFw3FsX-Oq5hmPwJyRqfe9NtHGPmK81_FWdjryok541Tw8Hj8DLSdX2-yxb3Gs8WcXbPUCQj_QNCbIYByvhP2XvTBD3SeCPohchClTRx9IjaCR1K0klZGFTmw1A\" width=\"605\" height=\"416\"><\/h3>\n<h3 dir=\"ltr\">A munk\u00e1ltat\u00f3i m\u00e1rka piramisa<\/h3>\n<li dir=\"ltr\"><strong>Bizony\u00edt\u00e9kok.<\/strong> Mindaz, ami t\u00e9nyszer\u0171en mutatja, milyen folyamatok zajlanak a c\u00e9gben, milyen eredm\u00e9nyeket \u00e9r el, milyen tev\u00e9kenys\u00e9geket v\u00e9gez. Azok a jelent\u00e9sek, esettanulm\u00e1nyok, megval\u00f3sult programok, v\u00e9lem\u00e9nyek, s\u0151t, ak\u00e1r a k\u00f6z\u00f6ss\u00e9gi m\u00e9di\u00e1ban megjelen\u0151 felhaszn\u00e1l\u00f3i tartalmak, amelyek a brand kommunik\u00e1ci\u00f3j\u00e1t b\u00e1rmilyen form\u00e1ban al\u00e1t\u00e1masztj\u00e1k \u00e9s hiteles\u00edtik.<\/li>\n<li dir=\"ltr\"><strong>Munk\u00e1ltat\u00f3i \u00e9rt\u00e9kek.<\/strong> Mindaz, amire egy alkalmazott azt mondhatja, ez\u00e9rt j\u00f3 az adott c\u00e9gn\u00e9l dolgozni. Ilyen lehet a stabil \u00e9s korrekt fizet\u00e9s, a kev\u00e9s stressz, a j\u00f3 munkahelyi k\u00f6rnyezet, a poz\u00edci\u00f3 \u00e1ltal biztos\u00edtott szakmai st\u00e1tusz \u00e9s elismerts\u00e9g, a j\u00f3 munkahelyi kapcsolatok.<\/li>\n<li dir=\"ltr\"><strong>\u00d6szt\u00f6nz\u00e9s, jutalmaz\u00e1s, motiv\u00e1ci\u00f3. <\/strong>Nem (csak) a p\u00e9nzr\u0151l van sz\u00f3, hiszen egyszer\u0171en az, hogy magasabb fizet\u00e9s adunk, bizony\u00edtottan az egyik legkev\u00e9sb\u00e9 hat\u00e9kony motiv\u00e1l\u00f3 er\u0151. Ide tartoznak az alkalmazottaknak biztos\u00edtott bels\u0151 k\u00e9pz\u00e9sek is, ahogyan a sz\u00f3beli elismer\u00e9s, az egy\u00e9ni c\u00e9lok megval\u00f3s\u00edt\u00e1s\u00e1ban ny\u00fajtott seg\u00edts\u00e9g, a szakmai kih\u00edv\u00e1sok biztos\u00edt\u00e1sa is.<\/li>\n<li dir=\"ltr\"><strong>\u00c9rt\u00e9kek \u00e9s filoz\u00f3fia.<\/strong> A c\u00e9g \u00e9s az alkalmazottak \u00e1ltal vallott \u00e9rt\u00e9kek, illetve az, hogy ezek mennyire vannak \u00f6sszhangban egym\u00e1ssal. Hogyan \u00e1ll a v\u00e1llalat a t\u00e1rsadalmi k\u00e9rd\u00e9sekhez, hogyan j\u00f3t\u00e9konykodik, milyen elveket vall \u00e9s kommunik\u00e1l. Tov\u00e1bb\u00e1 ide tartozik az a k\u00e9rd\u00e9s is: l\u00e1tszik-e a k\u00edv\u00fclr\u0151l, hogy a c\u00e9g \u00e1ltal vallott elvek \u00f6sszhangban vannak az alkalmazottak\u00e9val, \u00e9s hogy erre akt\u00edvan oda is figyelnek?<\/li>\n<li dir=\"ltr\"><strong>V\u00e1llalati szem\u00e9lyis\u00e9g (brand personality).<\/strong> Milyennek l\u00e1tj\u00e1k k\u00edv\u00fclr\u0151l a c\u00e9get? Laza \u00e9s bar\u00e1ts\u00e1gos a kommunik\u00e1ci\u00f3, vagy hideg \u00e9s profi? Szigor\u00fa hierarchia szerint m\u0171k\u00f6dik, vagy rugalmas a rendszer aszerint, hogy \u00e9ppen kire van sz\u00fcks\u00e9g egy projekthez? Hogyan kommunik\u00e1l a vezet\u0151s\u00e9g az alkalmazottakkal?<\/li>\n<li dir=\"ltr\"><strong>M\u00e1rka\u00edg\u00e9ret. <\/strong>Mindaz a piramis cs\u00facs\u00e1n, amit\u0151l egy j\u00f3 szakember \u00fagy \u00e9rezheti, hogy a mi c\u00e9g\u00fcnkn\u00e9l akar dolgozni. R\u00e9sze mindaz, ami a piramisban alatta tal\u00e1lhat\u00f3. Bizony\u00edthat\u00f3 hiteless\u00e9g az \u00fcres \u00edg\u00e9retekkel szemben, konkr\u00e9tumok az \u00e1ltal\u00e1noss\u00e1gokkal szemben. Karrier, el\u0151meneteli \u00e9s \u00f6nmegval\u00f3s\u00edt\u00e1si lehet\u0151s\u00e9gek. \u00c9lvezhet\u0151 munka, motiv\u00e1ci\u00f3, elismer\u00e9s. Kreat\u00edv kih\u00edv\u00e1sok. Mindaz, ami megk\u00fcl\u00f6nb\u00f6ztet a konkurensekt\u0151l.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>Az employer brand a munk\u00e1ltat\u00f3i m\u00e1rka.&nbsp; Az a c\u00e9gr\u0151l kialakult k\u00e9p, amibe beletartozik&nbsp; a v\u00e1llalat h\u00edrneve az ott dolgoz\u00f3k, az akt\u00edv \u00e9s passz\u00edv \u00e1ll\u00e1skeres\u0151k szem\u00e9ben a c\u00e9gkult\u00fara \u00e9s a munkak\u00f6rnyezet \u00e9s a c\u00e9g \u00e1ltal felv\u00e1llalt \u00e9rt\u00e9kek is.&nbsp; A munk\u00e1ltat\u00f3i m\u00e1rk\u00e1t nemcsak a c\u00e9g \u00e1ltal k\u00f6zvet\u00edtett \u00fczenetek form\u00e1lj\u00e1k, hanem t\u00f6bbek k\u00f6z\u00f6tt az ott dolgoz\u00f3k v\u00e9lem\u00e9nye, a [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":6700,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[319],"tags":[],"class_list":["post-6693","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-onboarding_flow"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>1. Mi az az employer branding? - HR feed - powered by Profession<\/title>\n<meta name=\"robots\" content=\"noindex, nofollow\" \/>\n<meta property=\"og:locale\" content=\"hu_HU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"1. Mi az az employer branding? - HR feed - powered by Profession\" \/>\n<meta property=\"og:description\" content=\"Az employer brand a munk\u00e1ltat\u00f3i m\u00e1rka.&nbsp; Az a c\u00e9gr\u0151l kialakult k\u00e9p, amibe beletartozik&nbsp; a v\u00e1llalat h\u00edrneve az ott dolgoz\u00f3k, az akt\u00edv \u00e9s passz\u00edv \u00e1ll\u00e1skeres\u0151k szem\u00e9ben a c\u00e9gkult\u00fara \u00e9s a munkak\u00f6rnyezet \u00e9s a c\u00e9g \u00e1ltal felv\u00e1llalt \u00e9rt\u00e9kek is.&nbsp; A munk\u00e1ltat\u00f3i m\u00e1rk\u00e1t nemcsak a c\u00e9g \u00e1ltal k\u00f6zvet\u00edtett \u00fczenetek form\u00e1lj\u00e1k, hanem t\u00f6bbek k\u00f6z\u00f6tt az ott dolgoz\u00f3k v\u00e9lem\u00e9nye, a [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.profession.hu\/hrfeed\/1-mi-az-az-employer-branding\/\" \/>\n<meta property=\"og:site_name\" content=\"HR feed - powered by Profession\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/profession.hrfeed\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-05-11T12:56:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-05-11T12:56:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.profession.hu\/hrfeed\/wp-content\/uploads\/2021\/05\/employer_branding.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Losonczy Judit\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Szerz\u0151:\" \/>\n\t<meta name=\"twitter:data1\" content=\"Losonczy Judit\" \/>\n\t<meta name=\"twitter:label2\" content=\"Becs\u00fclt olvas\u00e1si id\u0151\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 perc\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.profession.hu\/hrfeed\/1-mi-az-az-employer-branding\/\",\"url\":\"https:\/\/www.profession.hu\/hrfeed\/1-mi-az-az-employer-branding\/\",\"name\":\"1. 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