{"id":41007,"date":"2025-05-12T14:02:39","date_gmt":"2025-05-12T12:02:39","guid":{"rendered":"https:\/\/www.sloneek.com\/?post_type=blog&#038;p=41007"},"modified":"2026-08-13T11:03:21","modified_gmt":"2026-08-13T09:03:21","slug":"budovani-znacky-porozumeni-cilovym-skupinam","status":"publish","type":"blog","link":"https:\/\/www.sloneek.com\/cs\/blog\/budovani-znacky-porozumeni-cilovym-skupinam\/","title":{"rendered":"Budov\u00e1n\u00ed zna\u010dky zam\u011bstnavatele #2: Porozum\u011bn\u00ed c\u00edlov\u00fdm skupin\u00e1m"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Efektivn\u00ed budov\u00e1n\u00ed zna\u010dky zam\u011bstnavatele za\u010d\u00edn\u00e1 d\u016fkladn\u00fdm pochopen\u00edm va\u0161ich c\u00edlov\u00fdch skupin. Nejde jen o kandid\u00e1ty na voln\u00e9 pozice, ale tak\u00e9 o sou\u010dasn\u00e9 zam\u011bstnance, intern\u00ed stakeholdery a \u0161ir\u0161\u00ed ve\u0159ejnost v\u010detn\u011b z\u00e1kazn\u00edk\u016f a partner\u016f. Ka\u017ed\u00e1 z t\u011bchto skupin m\u00e1 odli\u0161n\u00e9 pot\u0159eby, o\u010dek\u00e1v\u00e1n\u00ed a motivace \u2013 a pr\u00e1v\u011b jejich pochopen\u00ed v\u00e1m umo\u017en\u00ed komunikovat mnohem efektivn\u011bji.<\/strong><\/p>\n\n\n\n<h3 id=\"ruzne-skupiny-ruzne-potreby\" class=\"wp-block-heading\"><b>R\u016fzn\u00e9 skupiny, r\u016fzn\u00e9 pot\u0159eby<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span>V HR pracujeme s n\u011bkolika kl\u00ed\u010dov\u00fdmi skupinami, p\u0159i\u010dem\u017e ka\u017ed\u00e1 vy\u017eaduje specifick\u00fd p\u0159\u00edstup.<\/span><span>&nbsp;<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Kandid\u00e1ti<\/b><span> se zaj\u00edmaj\u00ed p\u0159edev\u0161\u00edm o to, co jim firma m\u016f\u017ee nab\u00eddnout. Hledaj\u00ed jasn\u00e9 informace o benefitech, firemn\u00ed kultu\u0159e a mo\u017enostech r\u016fstu. Ne\u017e se rozhodnou pro zm\u011bnu, pe\u010dliv\u011b porovn\u00e1vaj\u00ed nab\u00eddky r\u016fzn\u00fdch zam\u011bstnavatel\u016f a hledaj\u00ed reference. Proto pot\u0159ebuj\u00ed transparentn\u00ed a p\u0159esv\u011bd\u010div\u00e9 d\u016fvody, pro\u010d zvolit pr\u00e1v\u011b va\u0161i firmu. <\/span><span>\u00a0<\/span><\/li>\n\n\n\n<li><b>St\u00e1vaj\u00edc\u00ed zam\u011bstnanci<\/b><span> u\u017e v\u011bd\u00ed, jak to u v\u00e1s chod\u00ed, ale pot\u0159ebuj\u00ed se c\u00edtit sou\u010d\u00e1st\u00ed d\u011bn\u00ed a vid\u011bt svou budoucnost ve firm\u011b. Je z\u00e1sadn\u00ed, aby realita odpov\u00eddala slib\u016fm z n\u00e1borov\u00e9 f\u00e1ze \u2013 nekonzistence mezi t\u00edm, co firma slibovala a jak\u00e1 je skute\u010dnost, v\u00fdznamn\u011b podkop\u00e1v\u00e1 d\u016fv\u011bru a loajalitu. Spokojen\u00fd zam\u011bstnanec se st\u00e1v\u00e1 va\u0161\u00edm nejcenn\u011bj\u0161\u00edm ambasadorem, kter\u00fd o firm\u011b mluv\u00ed pozitivn\u011b a doporu\u010duje ji ve sv\u00e9m okol\u00ed.<\/span><span>\u00a0<\/span><\/li>\n\n\n\n<li><b>Intern\u00ed stakeholde\u0159i v\u010detn\u011b veden\u00ed, mana\u017eer\u016f a koleg\u016f z jin\u00fdch odd\u011blen\u00ed <\/b><span>maj\u00ed z\u00e1sadn\u00ed vliv na va\u0161i pr\u00e1ci v HR. Spolurozhoduj\u00ed o rozpo\u010dtu, strategii n\u00e1boru i podob\u011b firemn\u00ed kultury, a jejich podpora je kl\u00ed\u010dov\u00e1 pro to, jak\u00e9 podm\u00ednky m\u016f\u017eete kandid\u00e1t\u016fm a zam\u011bstnanc\u016fm nab\u00eddnout. Efektivn\u00ed komunikace sm\u011brem k nim by m\u011bla zd\u016fraz\u0148ovat byznysov\u00fd dopad va\u0161ich HR aktivit a podporovat vizi firmy jako celku.<\/span><\/li>\n\n\n\n<li><span>\u00a0<\/span><b>Z\u00e1kazn\u00edci a extern\u00ed partne\u0159i <\/b><span>vn\u00edmaj\u00ed, jak pracujete s lidmi, co\u017e zp\u011btn\u011b ovliv\u0148uje jejich pohled na firmu. Podle studie Edelman Trust Barometer 2024 pova\u017euje 78% spot\u0159ebitel\u016f zp\u016fsob, jak\u00fdm firma zach\u00e1z\u00ed se zam\u011bstnanci, za d\u016fle\u017eit\u00fd faktor p\u0159i n\u00e1kupn\u00edm rozhodov\u00e1n\u00ed. I kdy\u017e je f\u00e9r p\u0159ipustit, \u017ee cena je ten ultimativn\u00ed faktor.<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span>\ud83d\udc40<\/span><br>\n<b><b>Spokojen\u00ed zam\u011bstnanci poskytuj\u00ed lep\u0161\u00ed slu\u017eby, zat\u00edmco nespokojen\u00ed mohou po\u0161kodit reputaci firmy. Proto mus\u00edte myslet i na to, jak va\u0161e HR aktivity ovliv\u0148uj\u00ed vn\u00edm\u00e1n\u00ed zna\u010dky v \u0161ir\u0161\u00edm kontextu.<\/b><\/b><\/p>\n\n\n\n<h3 id=\"segmentace-cesta-k-lepsimu-zacileni\" class=\"wp-block-heading\"><b>Segmentace \u2013 cesta k lep\u0161\u00edmu zac\u00edlen\u00ed<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><b>Segmentace znamen\u00e1 rozd\u011blit c\u00edlov\u00e9 skupiny do men\u0161\u00edch podskupin podle vybran\u00fdch krit\u00e9ri\u00ed.<\/b><span> D\u00edky tomu dok\u00e1\u017eete l\u00e9pe pochopit jejich specifick\u00e9 pot\u0159eby a p\u0159izp\u016fsobit jim sv\u016fj p\u0159\u00edstup. Nejefektivn\u011bj\u0161\u00ed je kombinovat r\u016fzn\u00e9 typy segmentace, kter\u00e9 v\u00e1m spole\u010dn\u011b poskytnou komplexn\u00ed obraz o va\u0161ich c\u00edlov\u00fdch skupin\u00e1ch.<\/span><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><b>Demografick\u00e1 segmentace <\/b>pracuje s faktory jako <b>v\u011bk, vzd\u011bl\u00e1n\u00ed<\/b> nebo <b>m\u00edsto bydli\u0161t\u011b<\/b>. Tento p\u0159\u00edstup v\u00e1m <b>pom\u016f\u017ee zvolit spr\u00e1vn\u00e9 n\u00e1borov\u00e9 kan\u00e1ly <\/b>\u2013 jinak budete oslovovat \u010derstv\u00e9 absolventy (nap\u0159\u00edklad na univerzit\u00e1ch nebo p\u0159es Instagram) a jinak zku\u0161en\u00e9 profesion\u00e1ly (t\u0159eba na LinkedInu nebo odborn\u00fdch konferenc\u00edch).<\/li>\n\n\n\n<li><b>Genera\u010dn\u00ed segmentace<\/b><span> je jej\u00ed variantou a umo\u017e\u0148uje zohlednit odli\u0161n\u00e1 o\u010dek\u00e1v\u00e1n\u00ed r\u016fzn\u00fdch v\u011bkov\u00fdch skupin. Nap\u0159\u00edklad <a href=\"https:\/\/www.sloneek.com\/cs\/slovnik-pojmu\/kdo-je-generace-z\/\">generace Z<\/a> o\u010dek\u00e1v\u00e1 vysokou m\u00edru flexibility a digit\u00e1ln\u00ed prost\u0159ed\u00ed, zat\u00edmco generace X m\u016f\u017ee v\u00edce oce\u0148ovat stabilitu a jasnou kari\u00e9rn\u00ed cestu.<\/span><span>\u00a0<\/span><\/li>\n\n\n\n<li><b>Psychografick\u00e1 segmentace<\/b><span> se zam\u011b\u0159uje na z\u00e1jmy, \u017eivotn\u00ed styl a hodnoty. Pom\u016f\u017ee v\u00e1m pochopit skute\u010dn\u00e9 motivace lid\u00ed, kter\u00e9 jdou \u010dasto nad r\u00e1mec z\u00e1kladn\u00edch demografick\u00fdch charakteristik. N\u011bkdo hled\u00e1 p\u0159edev\u0161\u00edm <a href=\"https:\/\/www.sloneek.com\/cs\/slovnik-pojmu\/work-life-balance\/\">work-life balance<\/a>, pro jin\u00e9ho je prioritou kari\u00e9rn\u00ed r\u016fst. N\u011bkdo ocen\u00ed mo\u017enost pr\u00e1ce na zaj\u00edmav\u00fdch projektech, jin\u00fd zase stabiln\u00ed z\u00e1zem\u00ed velk\u00e9 firmy. Pr\u00e1v\u011b tyto psychologick\u00e9 faktory \u010dasto v\u00fdrazn\u011bji ur\u010duj\u00ed, zda se u v\u00e1s kandid\u00e1t bude c\u00edtit dob\u0159e a zda u v\u00e1s zam\u011bstnanec z\u016fstane.<\/span><\/li>\n\n\n\n<li><span>\u00a0<\/span><b>Behavior\u00e1ln\u00ed segmentace<\/b><span> ukazuje, jak se <a href=\"https:\/\/www.sloneek.com\/cs\/lide\/\">lid\u00e9<\/a> chovaj\u00ed a kde se pohybuj\u00ed. \u010c\u00e1st kandid\u00e1t\u016f aktivn\u011b sleduje pracovn\u00ed port\u00e1ly a soci\u00e1ln\u00ed s\u00edt\u011b, jin\u00ed daj\u00ed na doporu\u010den\u00ed zn\u00e1m\u00fdch nebo preferuj\u00ed osobn\u00ed setk\u00e1n\u00ed na veletrz\u00edch pr\u00e1ce. Aktivn\u00ed uchaze\u010di se chovaj\u00ed jinak ne\u017e pasivn\u00ed, kter\u00fdch je v\u011bt\u0161ina. Podle studie <a href=\"https:\/\/www.sloneek.com\/cs\/slovnik-pojmu\/linkedin-co-to-je\/\">LinkedIn<\/a> je a\u017e 70% potenci\u00e1ln\u00edch kandid\u00e1t\u016f pasivn\u00edch \u2013 pr\u00e1ci aktivn\u011b nehledaj\u00ed, ale jsou otev\u0159eni nov\u00fdm p\u0159\u00edle\u017eitostem. Proto pot\u0159ebujete odli\u0161n\u00e9 strategie pro ty, kdo aktivn\u011b hledaj\u00ed, a pro ty, kdo jsou otev\u0159eni zm\u011bn\u00e1m, ale aktivn\u011b ji nevyhled\u00e1vaj\u00ed.<\/span><\/li>\n\n\n\n<li><span>Budov\u00e1n\u00ed zna\u010dky zam\u011bstnavatele<\/span><b> nen\u00ed jen marketingovou aktivitou<\/b><span>. Je to <\/span><b>strategick\u00fd proces, kter\u00fd propojuje firemn\u00ed hodnoty, kulturu a obchodn\u00ed c\u00edle s t\u00edm, jak v\u00e1s vn\u00edmaj\u00ed zam\u011bstnanci, kandid\u00e1ti i \u0161ir\u0161\u00ed ve\u0159ejnost.<\/b><span> V j\u00e1dru tohoto procesu stoj\u00ed autenticita \u2013 soulad mezi t\u00edm, co deklarujete navenek, a realitou uvnit\u0159 organizace. Tento soulad je kritick\u00fd, proto\u017ee kandid\u00e1ti i zam\u011bstnanci dnes aktivn\u011b prov\u011b\u0159uj\u00ed, zda firemn\u00ed sliby odpov\u00eddaj\u00ed realit\u011b.<\/span><span>\u00a0<\/span><\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><a href=\"https:\/\/www.sloneek.com\/cs\/trial\/\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"453\" src=\"https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa.webp\" alt=\"U\u0161et\u0159\u00edte 20 hodin t\u00fddn\u011b\u2028na HR procesech a operativ\u011b.\" class=\"wp-image-38389\" srcset=\"https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa.webp 1200w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-300x113.webp 300w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-1024x387.webp 1024w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-768x290.webp 768w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-119x45.webp 119w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-98x37.webp 98w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-576x217.webp 576w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-1040x393.webp 1040w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-200x76.webp 200w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-20x8.webp 20w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-30x11.webp 30w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-45x17.webp 45w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-65x25.webp 65w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-68x26.webp 68w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-240x91.webp 240w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-270x102.webp 270w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-180x68.webp 180w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-437x165.webp 437w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-63x24.webp 63w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-61x23.webp 61w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-400x151.webp 400w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-810x306.webp 810w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-690x260.webp 690w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-84x32.webp 84w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-1000x378.webp 1000w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-500x189.webp 500w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-800x302.webp 800w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/a><\/figure>\n\n\n\n<h3 id=\"persony-dejte-sve-cilove-skupine-tvar\" class=\"wp-block-heading\"><b>Persony \u2013 dejte sv\u00e9 c\u00edlov\u00e9 skupin\u011b tv\u00e1\u0159<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span>Persona je fiktivn\u00ed postava reprezentuj\u00edc\u00ed typick\u00e9ho kandid\u00e1ta nebo zam\u011bstnance. Nejde jen o demografick\u00e9 \u00fadaje \u2013 persona m\u00e1 sv\u00e9 motivace, obavy a o\u010dek\u00e1v\u00e1n\u00ed od zam\u011bstnavatele.<\/span><span>&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span>D\u00edky tomu m\u016f\u017eete komunikovat mnohem osobn\u011bji a p\u0159esn\u011bji. M\u00edsto obecn\u00e9ho \"<em>hled\u00e1me v\u00fdvoj\u00e1\u0159e<\/em>\" tak m\u016f\u017eete mluvit k \"Petrovi, 28 let, kter\u00fd chce pracovat s nov\u00fdmi technologiemi a rozv\u00edjet se v modern\u00ed firm\u011b\".<\/span><span>&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>Vytvo\u0159en\u00ed efektivn\u00ed persony vy\u017eaduje kombinaci dat a empatie<\/b><span>. Vyu\u017eijte existuj\u00edc\u00ed data o va\u0161ich nejlep\u0161\u00edch zam\u011bstnanc\u00edch, prove\u010fte rozhovory s r\u016fzn\u00fdmi \u010dleny t\u00fdmu a analyzujte zp\u011btnou vazbu z v\u00fdb\u011brov\u00fdch \u0159\u00edzen\u00ed. Persona by m\u011bla obsahovat <\/span><b>demografick\u00e9 \u00fadaje, kari\u00e9rn\u00ed c\u00edle, osobn\u00ed motivace, typick\u00fd den v jejich \u017eivot\u011b, komunika\u010dn\u00ed preference a kl\u00ed\u010dov\u00e9 faktory rozhodov\u00e1n\u00ed.<\/b><span>&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><span style=\"background-color: #ffd966\">\u010c\u00edm realisti\u010dt\u011bj\u0161\u00ed persona je, t\u00edm l\u00e9pe v\u00e1m pom\u016f\u017ee v c\u00edlen\u00e9 komunikaci.<\/span><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span>Persony vyu\u017eijete jak v n\u00e1boru, tak v intern\u00ed komunikaci. V n\u00e1boru vytvo\u0159\u00edte inzer\u00e1t, kter\u00fd mluv\u00ed virtu\u00e1ln\u011b p\u0159\u00edmo k c\u00edlov\u00e9 person\u011b: <\/span><i><span>\"Chce\u0161 vid\u011bt v\u00fdsledky sv\u00e9 pr\u00e1ce v re\u00e1ln\u00e9m \u010dase? Bav\u00ed t\u011b nov\u00e9 technologie? U n\u00e1s bude\u0161 sou\u010d\u00e1st\u00ed t\u00fdmu, kter\u00fd...\"<\/span><\/i><span> V intern\u00ed komunikaci zase v\u00edte, \u017ee ur\u010ditou personu zaj\u00edm\u00e1 vzd\u011bl\u00e1v\u00e1n\u00ed a rozvoj, proto j\u00ed c\u00edlen\u011b p\u0159edstavujete mo\u017enosti \u0161kolen\u00ed, mentoringu nebo pr\u00e1ce na nov\u00fdch projektech.<\/span><\/p>\n\n\n\n<h3 id=\"zamestnanecka-cesta-od-prvniho-kontaktu-po-dlouhodobou-spolupraci\" class=\"wp-block-heading\"><b>Zam\u011bstnaneck\u00e1 cesta \u2013 od prvn\u00edho kontaktu po dlouhodobou spolupr\u00e1ci<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span>V marketingu se mluv\u00ed o \"z\u00e1kaznick\u00e9 cest\u011b\" (customer journey) \u2013 tedy o v\u0161ech f\u00e1z\u00edch, kter\u00fdmi \u010dlov\u011bk projde p\u0159ed n\u00e1kupem a po n\u011bm. V HR je to podobn\u00e9 \u2013 \"candidate journey\" \u010di \"employee journey\" kop\u00edruje stejn\u00fd princip. Kandid\u00e1t i zam\u011bstnanec proch\u00e1z\u00ed r\u016fzn\u00fdmi f\u00e1zemi a v ka\u017ed\u00e9 pot\u0159ebuje n\u011bco jin\u00e9ho.<\/span><span>&nbsp;<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>F\u00e1ze zva\u017eov\u00e1n\u00ed<\/b><span> je prvn\u00edm krokem, kdy potenci\u00e1ln\u00ed kandid\u00e1t za\u010d\u00edn\u00e1 p\u0159em\u00fd\u0161let o zm\u011bn\u011b pr\u00e1ce. V t\u00e9to f\u00e1zi lid\u00e9 \u010dasto vyhled\u00e1vaj\u00ed informace o r\u016fzn\u00fdch zam\u011bstnavatel\u00edch, \u010dtou recenze a sleduj\u00ed kari\u00e9rn\u00ed str\u00e1nky na soci\u00e1ln\u00edch s\u00edt\u00edch. Va\u0161\u00edm \u00fakolem je b\u00fdt viditeln\u00ed s relevantn\u00edm obsahem, kter\u00fd \u0159e\u0161\u00ed jejich potenci\u00e1ln\u00ed obavy a ukazuje v\u00fdhody pr\u00e1ce ve va\u0161\u00ed firm\u011b. P\u0159\u00edb\u011bhy sou\u010dasn\u00fdch zam\u011bstnanc\u016f, firemn\u00edho leadera (CEO, reprezentant zna\u010dky), videa z pracovn\u00edho prost\u0159ed\u00ed nebo \u010dl\u00e1nky o firemn\u00ed kultu\u0159e mohou v t\u00e9to f\u00e1zi v\u00fdrazn\u011b ovlivnit rozhodov\u00e1n\u00ed.<\/span><span>\u00a0<\/span><\/li>\n\n\n\n<li><span>Ve<\/span><b> f\u00e1zi hled\u00e1n\u00ed<\/b><span> se kandid\u00e1t aktivn\u011b rozhl\u00ed\u017e\u00ed po nov\u00fdch p\u0159\u00edle\u017eitostech. Hled\u00e1 konkr\u00e9tn\u00ed pozice, srovn\u00e1v\u00e1 <a href=\"https:\/\/www.sloneek.com\/cs\/slovnik-pojmu\/co-jsou-benefity\/\">benefity<\/a>, platov\u00e9 ohodnocen\u00ed a firemn\u00ed kulturu. Zde je kl\u00ed\u010dov\u00e9 m\u00edt p\u0159ehledn\u00e9 a atraktivn\u00ed pracovn\u00ed inzer\u00e1ty, intuitivn\u00ed kari\u00e9rn\u00ed str\u00e1nky a dobrou prezentaci na pracovn\u00edch port\u00e1lech. <strong><span style=\"background-color: #ffd966\"><b>Nezapom\u00ednejte, \u017ee v t\u00e9to f\u00e1zi hraj\u00ed velkou roli recenze b\u00fdval\u00fdch i sou\u010dasn\u00fdch zam\u011bstnanc\u016f, kter\u00e9 kandid\u00e1ti aktivn\u011b vyhled\u00e1vaj\u00ed.<\/b><\/span><\/strong><\/span><span>\u00a0<\/span><\/li>\n\n\n\n<li><b>F\u00e1ze rozhodov\u00e1n\u00ed<\/b><span> je <\/span><b>kritick\u00fd moment<\/b><span>, kdy kandid\u00e1t porovn\u00e1v\u00e1 nab\u00eddky, pt\u00e1 se zn\u00e1m\u00fdch na reference a zva\u017euje v\u0161echny pro a proti. Zde rozhoduje kandid\u00e1tsk\u00e1 zku\u0161enost \u2013 jak rychle a profesion\u00e1ln\u011b komunikujete, jak\u00fd dojem ud\u011blal pohovor, jak transparentn\u00ed je cel\u00fd proces. Podle pr\u016fzkumu spole\u010dnosti IBM a\u017e 58% kandid\u00e1t\u016f odm\u00edtne nab\u00eddku kv\u016fli \u0161patn\u00e9 zku\u0161enosti b\u011bhem n\u00e1borov\u00e9ho procesu, i kdy\u017e je jinak pozice zaj\u00edmav\u00e1.<\/span><span>\u00a0<\/span><\/li>\n\n\n\n<li><b>F\u00e1ze n\u00e1stupu a adaptace<\/b><span> je obdob\u00edm, kdy nov\u00fd zam\u011bstnanec p\u0159ich\u00e1z\u00ed do firmy a seznamuje se s prost\u0159ed\u00edm, kolegy a pracovn\u00edmi postupy. Kvalitn\u00ed <a href=\"https:\/\/www.sloneek.com\/cs\/slovnik-pojmu\/onboarding\/\">onboarding<\/a> je z\u00e1sadn\u00ed \u2013 firmy s propracovan\u00fdm adapta\u010dn\u00edm procesem dosahuj\u00ed a\u017e o 62% vy\u0161\u0161\u00ed produktivity nov\u00fdch zam\u011bstnanc\u016f v prvn\u00edch m\u011bs\u00edc\u00edch a o 50% vy\u0161\u0161\u00ed m\u00edry retence po prvn\u00edm roce. V t\u00e9to f\u00e1zi jde nejen o praktick\u00e9 informace, ale tak\u00e9 o budov\u00e1n\u00ed soci\u00e1ln\u00edch vazeb a pochopen\u00ed firemn\u00ed kultury.<\/span><b> <strong><span style=\"background-color: #ffd966\">A neztr\u00e1cen\u00ed pen\u011bz - ob\u010das se tv\u00e1\u0159\u00edme, \u017ee rozlou\u010den\u00ed se s nov\u00fdm kolegou po 4 m\u011bs\u00edc\u00edch stoj\u00ed jeho 4 platy. Omyl. Ztr\u00e1c\u00edte ve\u0161ker\u00e9 investice do n\u011bj vlo\u017een\u00e9, tj. \u010das, energii, prost\u0159edky, nad\u011bji, o\u010dek\u00e1v\u00e1n\u00ed. To v\u0161e jsou pen\u00edze. A ne mal\u00e9.<\/span><\/strong><\/b><span>\u00a0<\/span><\/li>\n\n\n\n<li><b>F\u00e1ze dal\u0161\u00edho r\u016fstu<\/b><span> je dlouhodob\u00fdm procesem, kdy zam\u011bstnanec rozv\u00edj\u00ed sv\u00e9 schopnosti, zapojuje se do projekt\u016f a potenci\u00e1ln\u011b postupuje na vy\u0161\u0161\u00ed pozice. Zde je kl\u00ed\u010dov\u00e9 nab\u00edzet mo\u017enosti vzd\u011bl\u00e1v\u00e1n\u00ed, kari\u00e9rn\u00edho postupu a smyslupln\u00e9 pr\u00e1ce. Pravideln\u00e1 zp\u011btn\u00e1 vazba, uzn\u00e1n\u00ed \u00fasp\u011bch\u016f a jasn\u00e1 perspektiva budouc\u00edho v\u00fdvoje pom\u00e1haj\u00ed udr\u017eet motivaci a anga\u017eovanost. Firmy, kter\u00e9 aktivn\u011b podporuj\u00ed rozvoj sv\u00fdch lid\u00ed, maj\u00ed podle studie Deloitte a\u017e o 37% vy\u0161\u0161\u00ed produktivitu a o 58% vy\u0161\u0161\u00ed schopnost p\u0159il\u00e1kat top talenty.<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span><strong>Porozum\u011bn\u00ed t\u011bmto f\u00e1z\u00edm<\/strong> v\u00e1m umo\u017en\u00ed vytvo\u0159it personalizovanou komunikaci a podporu pro ka\u017ed\u00fd krok zam\u011bstnaneck\u00e9 cesty. <strong><span style=\"background-color: #ffd966\"><b>Spokojen\u00fd zam\u011bstnanec, kter\u00fd proch\u00e1z\u00ed pozitivn\u00ed zku\u0161enost\u00ed ve v\u0161ech f\u00e1z\u00edch, se st\u00e1v\u00e1 va\u0161\u00edm nejsiln\u011bj\u0161\u00edm marketingov\u00fdm n\u00e1strojem<\/b> <\/span><\/strong><\/span><span>&nbsp;\u2013 doporu\u010duje firmu sv\u00fdm zn\u00e1m\u00fdm, pozitivn\u011b o n\u00ed mluv\u00ed na soci\u00e1ln\u00edch s\u00edt\u00edch a p\u0159isp\u00edv\u00e1 k budov\u00e1n\u00ed siln\u00e9 zna\u010dky zam\u011bstnavatele.<\/span><br>\n<strong><span>\ud83d\udca1CO SI ODN\u00c9ST?<br>\n<\/span><\/strong><span><strong>\u010c\u00edm l\u00e9pe zn\u00e1te sv\u00e9 c\u00edlov\u00e9 skupiny a jejich pot\u0159eby, t\u00edm efektivn\u011bji s nimi m\u016f\u017eete pracovat.<\/strong> Investice do hlubok\u00e9ho porozum\u011bn\u00ed va\u0161im kandid\u00e1t\u016fm a zam\u011bstnanc\u016fm je z\u00e1kladem \u00fasp\u011b\u0161n\u00e9ho budov\u00e1n\u00ed zna\u010dky zam\u011bstnavatele a efektivn\u00ed HR komunikace.<\/span><br>\n&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V dal\u0161\u00edm d\u00edle se pod\u00edv\u00e1me na <strong>intern\u00ed komunikaci<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tento seri\u00e1l vznik\u00e1 za laskav\u00e9 spolupr\u00e1ce s <a href=\"https:\/\/www.prklub.cz\/\">Asociac\u00ed strategick\u00e9 komunikace a vztah\u016f s ve\u0159ejnost\u00ed.<\/a><\/p>\n","protected":false},"featured_media":42362,"template":"","meta":{"_acf_changed":false,"_acf":"","inline_featured_image":false,"footnotes":""},"class_list":["post-41007","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_categories-tipy-a-triky"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v28.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Poznejte c\u00edlov\u00e9 skupiny pro zna\u010dku zam\u011bstnavatele | Sloneek<\/title>\n<meta name=\"description\" content=\"Zna\u010dka zam\u011bstnavatele ???? za\u010d\u00edn\u00e1 u porozum\u011bn\u00ed lidem. 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