pühapäev, 27. oktoober 2013

Milline on sinu ettevõtte väärtuspakkumine?

See nädal jäi telekast silma Denim Dream-i 2013 sügis-talv hooaja reklaam (panen siia ka lingi http://www.youtube.com/watch?v=WP78FHWjpa4): selline trendikas,  lõbus ja värviline, kaks noort inimest mõnusalt rattaga sõitmas, kohvitamas, jutustamas... üks neist Koit Toome ja teine minu jaoks tundmatu blond noor naine.  

Denim Dream-i reklaami võib tähelepanelikum liikleja märgata ka reklaamtahvlil Ülemiste ristmiku kaubanduskeskuse poolses osas, kus jällegi Koit ja blond tütarlaps istuvad trendikalt riietatuna valgel pingil.

Miks ma töökuulutuste blogis sellest kirjutan? Põldma Kaubanduse AS, ehk siis ettevõte, mille kaupluste hulka kuulub ka Denim Dream, otsib oma CVKeskuses avaldatud töökuulutusega kauplustesse müügikonsultante ning ka selles kuulutuse visuaalis on kasutatud armastatud laulja ja blondi tütarlapse fotot. Geniaalne!
Kui ettevõte tuleb juba nii kui nii välja uue reklaamikampaaniaga ja klõpsib selleks oma fotopanka uut materjali, siis igati mõistlik on seda ka oma töökuulutustes ära kasutada. On ju ka töökuulutused siiski kanal, mille kaudu ettevõte lisaks uute töötajate värbamisele, saab samuti oma tooteid/teenuseid reklaamida.
Nii, nagu ka reklaami üheks eesmärgiks on sihtgrupi informeerimine ja huvi äratamine, on see nii ka töökuulutuse puhul. Antud kuulutuses on atraktiivselt kirjeldatud ettevõtet, nimetades nii ettevõtte arengut kui kasvamist. Kandidaadile esitatavaid nõuded praktiliselt polegi, mis tähendab, et praktiliselt kõik inimesed, kellele antud kuulutus silma jääb ja huvi pakub, võiksid ka kandideerida. Lisaks on ettevõte leidnud palju erinevaid tegureid, mida suudavad inimesele pakkuda, alates toredate töökaaslaste kirjeldamisest, lõpetades soodustuste pakkumisega. Sinna vahepeale jäävad aga ka erinevad koolitused ja ühisüritused, mida kõike müügikonsultantidele pakutakse. Minu jaoks jääb antud kuulutse puhul liiga lahtiseks töötasu puudutav informatsioon – välja toodud vahemik on pea kahekordne ning tekib küsimus, kellele ja millist tunnitasu pakutakse, samas töötasu numbriline mainimine on kindlasti siinkohal parem, kui töötasu puudutava info täielik puudumine.

Soovitused töökuulutuse koostamisel:
-          Kasuta ettevõtte töökuulutustes reklaammaterjali, mida oled tootnud ettevõtte toodete/teenuste reklaamimiseks – loo oma fotopank.
-          Mõtle läbi, mida erilist Sinu ettevõte oma töötajatele pakub ning too see töökuulutuses välja, näiteks ühisüritused kõigile töötajatele, soodustused partnerettevõtetes jmt.
-          Maini töökuulutuses alati palka puudutavat informatsiooni – kuulutused, kus on töötasu teema välja toodud äratavad iga juhul rohkem tähelepanu, kui need, kus see puudub.

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