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PM Forum - Warsaw
Making your firm a magnet for talent
Cooperation between marketing and HR professionals is not always easy, but necessary when it comes to recruitment marketing.
In June, marketing and HR professionals met in Warsaw to discuss how to catapult a firm’s awareness as an employer of choice and how both groups can support this process. The event was hosted by the law firm Magnusson and the Managing Partner of the Warsaw office, Andrzej Tokaj, welcomed attendees with a humorous introduction.
The event started with a presentation delivered by Patryk Zamorski, Manager, Tax Marketing & Business Development at Deloitte in Poland, who described how Deloitte managed to significantly increase the awareness of their tax practice and recruitment applications.
A discussion followed with Marketing and HR panellists: Joanna Sztandur, International People & Development Manager at CMS Cameron McKenna (panel moderator), Dorota Skowronska-Kusnierkiewicz, HR Manager at Cushman & Wakefield, Edyta Ziajowska, Marketing Director at White & Case, Patryk Zamorski, Manager, Tax Marketing & Business Development at Deloitte, and Mariusz Kowalski, Marketing Manager at Magnusson.
Deloitte’s project was launched because their tax department was not receiving enough good quality recruitment applications. So the marketers decided to launch a tax contest for students and graduates. The first contest was organised in a frenetic pace and within a few months, Moneta Aurea was launched. Deloitte’s tax marketing team were praying that enough students would apply for the contest online. But the result exceeded their most optimistic expectations. With more than 1000 participants Moneta Aurea became a huge success and also helped Deloitte win the PM Forum CEE Best Brand in Practice Award in 2005.
Moneta Aurea boosted cooperation between Marketing and HR in Deloitte which was almost non-existent. Unfortunately, this is still the case in many professional service firms. The panellists agreed that similar projects in other firms may have a positive impact on enhancing cooperation between Marketing and HR.
The panellists discussed who should lead recruitment marketing and most pointed to marketers. But, as Dorota Skowronska-Kusnierkiewicz, HR Manager at Cushman & Wakefield in Poland underlined, there are no standard solutions and every case should be analysed separately, as organisations have different structures, size and recruitment needs.
Cooperation between Marketing and HR, backed by management, seems to be a must if a firm is serious about recruitment marketing. Without such cooperation it may be very difficult to be consistent in communicating to candidates and the market. This is extremely important since actions like Moneta Aurea also have a significant impact on the firm’s image.
Mariusz Kowalski
Magnusson
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