{"id":42598,"date":"2025-05-16T15:28:15","date_gmt":"2025-05-16T13:28:15","guid":{"rendered":"https:\/\/www.sloneek.com\/?post_type=blog&#038;p=42598"},"modified":"2026-08-13T11:03:55","modified_gmt":"2026-08-13T09:03:55","slug":"budovanie-znacky-porozumenie-cielovym-skupinam","status":"publish","type":"blog","link":"https:\/\/www.sloneek.com\/sk\/blog\/budovanie-znacky-porozumenie-cielovym-skupinam\/","title":{"rendered":"Budovanie zna\u010dky zamestn\u00e1vate\u013ea #2: Porozumenie cie\u013eov\u00fdm skupin\u00e1m"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Efekt\u00edvne budovanie zna\u010dky zamestn\u00e1vate\u013ea sa za\u010d\u00edna d\u00f4kladn\u00fdm pochopen\u00edm va\u0161ich cie\u013eov\u00fdch skup\u00edn. Nejde len o kandid\u00e1tov na vo\u013en\u00e9 poz\u00edcie, ale aj o s\u00fa\u010dasn\u00fdch zamestnancov, intern\u00fdch stakeholderov a \u0161ir\u0161iu verejnos\u0165 vr\u00e1tane z\u00e1kazn\u00edkov a partnerov. Ka\u017ed\u00e1 z t\u00fdchto skup\u00edn m\u00e1 odli\u0161n\u00e9 potreby, o\u010dak\u00e1vania a motiv\u00e1cie \u2013 a pr\u00e1ve ich pochopenie v\u00e1m umo\u017en\u00ed komunikova\u0165 ove\u013ea efekt\u00edvnej\u0161ie.<\/strong><\/p>\n\n\n\n<h3 id=\"rozne-skupiny-rozne-potreby\" class=\"wp-block-heading\">R\u00f4zne skupiny, r\u00f4zne potreby<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">V HR pracujeme s viacer\u00fdmi k\u013e\u00fa\u010dov\u00fdmi skupinami, pri\u010dom ka\u017ed\u00e1 si vy\u017eaduje \u0161pecifick\u00fd pr\u00edstup.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Kandid\u00e1ti<\/strong> sa zauj\u00edmaj\u00fa najm\u00e4 o to, \u010do im firma m\u00f4\u017ee pon\u00faknu\u0165. H\u013eadaj\u00fa jasn\u00e9 inform\u00e1cie o benefitoch, firemnej kult\u00fare a mo\u017enostiach rastu. Predt\u00fdm ne\u017e sa rozhodn\u00fa pre zmenu, starostlivo porovn\u00e1vaj\u00fa ponuky r\u00f4znych zamestn\u00e1vate\u013eov a h\u013eadaj\u00fa referencie. Preto potrebuj\u00fa transparentn\u00e9 a presved\u010div\u00e9 d\u00f4vody, pre\u010do si vybra\u0165 pr\u00e1ve va\u0161u firmu.<\/li>\n\n\n\n<li><strong>S\u00fa\u010dasn\u00ed zamestnanci<\/strong> u\u017e vedia, ako to vo firme chod\u00ed, ale potrebuj\u00fa sa c\u00edti\u0165 s\u00fa\u010das\u0165ou diania a vidie\u0165 svoju bud\u00facnos\u0165 vo firme. Je z\u00e1sadn\u00e9, aby realita zodpovedala s\u013eubom z n\u00e1borovej f\u00e1zy \u2013 nekonzistentnos\u0165 medzi t\u00fdm, \u010do firma s\u013eubovala, a t\u00fdm, ak\u00e1 je skuto\u010dnos\u0165, v\u00fdrazne podkop\u00e1va d\u00f4veru a lojalitu. Spokojn\u00fd zamestnanec sa st\u00e1va va\u0161\u00edm najcennej\u0161\u00edm ambas\u00e1dorom, ktor\u00fd o firme hovor\u00ed pozit\u00edvne a odpor\u00fa\u010da ju vo svojom okol\u00ed.<\/li>\n\n\n\n<li><strong>Intern\u00ed stakeholderi<\/strong>, vr\u00e1tane vedenia, mana\u017e\u00e9rov a kolegov z in\u00fdch oddelen\u00ed, maj\u00fa z\u00e1sadn\u00fd vplyv na va\u0161u pr\u00e1cu v HR. Spolurozhoduj\u00fa o rozpo\u010dte, strat\u00e9gii n\u00e1boru aj podobe firemnej kult\u00fary a ich podpora je k\u013e\u00fa\u010dov\u00e1 pre to, ak\u00e9 podmienky m\u00f4\u017eete kandid\u00e1tom a zamestnancom pon\u00faknu\u0165. Efekt\u00edvna komunik\u00e1cia smerom k nim by mala zd\u00f4raz\u0148ova\u0165 biznisov\u00fd dopad va\u0161ich HR aktiv\u00edt a podporova\u0165 v\u00edziu firmy ako celku.<\/li>\n\n\n\n<li><strong>Z\u00e1kazn\u00edci a extern\u00ed partneri<\/strong> vn\u00edmaj\u00fa, ako pracujete s \u013eu\u010fmi, \u010do sp\u00e4tne ovplyv\u0148uje ich poh\u013ead na firmu. Pod\u013ea \u0161t\u00fadie Edelman Trust Barometer 2024 pova\u017euje 78 % spotrebite\u013eov sp\u00f4sob, ak\u00fdm firma zaobch\u00e1dza so zamestnancami, za d\u00f4le\u017eit\u00fd faktor pri n\u00e1kupnom rozhodovan\u00ed. Aj ke\u010f je f\u00e9r pripusti\u0165, \u017ee cena je t\u00fdm rozhoduj\u00facim faktorom.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span>\ud83d\udc40 <\/span><br>\n<strong>Spokojn\u00ed zamestnanci poskytuj\u00fa lep\u0161ie slu\u017eby, zatia\u013e \u010do nespokojn\u00ed m\u00f4\u017eu po\u0161kodi\u0165 reput\u00e1ciu firmy. Preto mus\u00edte myslie\u0165 aj na to, ako va\u0161e HR aktivity&nbsp; ovplyv\u0148uj\u00fa vn\u00edmanie zna\u010dky v \u0161ir\u0161om kontexte<\/strong>.<\/p>\n\n\n\n<h3 id=\"segmentacia-cesta-k-lepsiemu-zacieleniu\" class=\"wp-block-heading\">Segment\u00e1cia \u2013 cesta k lep\u0161iemu zacieleniu<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Segment\u00e1cia znamen\u00e1 rozdeli\u0165 cie\u013eov\u00e9 skupiny do men\u0161\u00edch podskup\u00edn pod\u013ea vybran\u00fdch krit\u00e9ri\u00ed.<\/strong> V\u010faka tomu dok\u00e1\u017eete lep\u0161ie pochopi\u0165 ich \u0161pecifick\u00e9 potreby a prisp\u00f4sobi\u0165 im svoj pr\u00edstup. Najefekt\u00edvnej\u0161ie je kombinova\u0165 r\u00f4zne typy segment\u00e1cie, ktor\u00e9 v\u00e1m spolu poskytn\u00fa komplexn\u00fd obraz o va\u0161ich cie\u013eov\u00fdch skupin\u00e1ch.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Demografick\u00e1 segment\u00e1cia<\/strong> pracuje s faktormi ako <strong>vek, vzdelanie<\/strong> alebo <strong>miesto bydliska<\/strong>. Tento pr\u00edstup v\u00e1m <strong>pom\u00f4\u017ee zvoli\u0165 spr\u00e1vne n\u00e1borov\u00e9 kan\u00e1ly<\/strong> \u2013 inak budete oslovova\u0165 \u010derstv\u00fdch absolventov (napr. na univerzit\u00e1ch alebo cez Instagram) a inak sk\u00fasen\u00fdch profesion\u00e1lov (napr. na LinkedIne alebo odborn\u00fdch konferenci\u00e1ch).<\/li>\n\n\n\n<li><strong>Genera\u010dn\u00e1 segment\u00e1cia<\/strong> je jej variantom a umo\u017e\u0148uje zoh\u013eadni\u0165 odli\u0161n\u00e9 o\u010dak\u00e1vania r\u00f4znych vekov\u00fdch skup\u00edn. Napr\u00edklad <a href=\"https:\/\/www.sloneek.com\/sk\/slovnik-pojmu\/kto-je-generacia-z\/\">gener\u00e1cia Z<\/a> o\u010dak\u00e1va vysok\u00fa mieru flexibility a digit\u00e1lne prostredie, zatia\u013e \u010do gener\u00e1cia X m\u00f4\u017ee viac oceni\u0165 stabilitu a jasn\u00fa kari\u00e9rnu cestu.<\/li>\n\n\n\n<li><strong>Psychografick\u00e1 segment\u00e1cia<\/strong> sa zameriava na z\u00e1ujmy, \u017eivotn\u00fd \u0161t\u00fdl a hodnoty. Pom\u00f4\u017ee v\u00e1m pochopi\u0165 skuto\u010dn\u00e9 motiv\u00e1cie \u013eud\u00ed, ktor\u00e9 \u010dasto presahuj\u00fa z\u00e1kladn\u00e9 demografick\u00e9 charakteristiky. Niekto h\u013ead\u00e1 najm\u00e4 <a href=\"https:\/\/www.sloneek.com\/sk\/slovnik-pojmu\/work-life-balance\/\">work-life balance<\/a>, pre in\u00e9ho je prioritou kari\u00e9rny rast. Niekto ocen\u00ed mo\u017enos\u0165 pracova\u0165 na zauj\u00edmav\u00fdch projektoch, in\u00fd zase stabiln\u00e9 z\u00e1zemie ve\u013ekej firmy. Pr\u00e1ve tieto psychologick\u00e9 faktory \u010dasto v\u00fdraznej\u0161ie ur\u010duj\u00fa, \u010di sa u v\u00e1s kandid\u00e1t bude c\u00edti\u0165 dobre a \u010di u v\u00e1s zamestnanec zostane.<\/li>\n\n\n\n<li><strong>Behavior\u00e1lna segment\u00e1cia<\/strong> ukazuje, ako sa <a href=\"https:\/\/www.sloneek.com\/sk\/lide\/\">\u013eudia<\/a> spr\u00e1vaj\u00fa a kde sa pohybuj\u00fa. \u010cas\u0165 kandid\u00e1tov akt\u00edvne sleduje pracovn\u00e9 port\u00e1ly a soci\u00e1lne siete, in\u00ed daj\u00fa na odpor\u00fa\u010dania zn\u00e1mych alebo preferuj\u00fa osobn\u00e9 stretnutia na ve\u013etrhoch pr\u00e1ce. Akt\u00edvni uch\u00e1dza\u010di sa spr\u00e1vaj\u00fa inak ne\u017e pas\u00edvni, ktor\u00fdch je v\u00e4\u010d\u0161ina. Pod\u013ea \u0161t\u00fadie <a href=\"https:\/\/www.sloneek.com\/sk\/blog\/linkedin\/\">LinkedIn<\/a> je a\u017e 70 % potenci\u00e1lnych kandid\u00e1tov pas\u00edvnych \u2013 pr\u00e1cu akt\u00edvne neh\u013eadaj\u00fa, ale s\u00fa otvoren\u00ed nov\u00fdm pr\u00edle\u017eitostiam. Preto potrebujete odli\u0161n\u00e9 strat\u00e9gie pre t\u00fdch, ktor\u00ed akt\u00edvne h\u013eadaj\u00fa, a pre t\u00fdch, ktor\u00ed s\u00fa otvoren\u00ed zmen\u00e1m, ale akt\u00edvne ich nevyh\u013ead\u00e1vaj\u00fa.<\/li>\n\n\n\n<li>Budovanie zna\u010dky zamestn\u00e1vate\u013ea <strong>nie je len marketingovou aktivitou.<\/strong> Je to <strong>strategick\u00fd proces, ktor\u00fd prep\u00e1ja firemn\u00e9 hodnoty, kult\u00faru a obchodn\u00e9 ciele s t\u00fdm, ako v\u00e1s vn\u00edmaj\u00fa zamestnanci, kandid\u00e1ti aj \u0161ir\u0161ia verejnos\u0165.<\/strong> V jadre tohto procesu stoj\u00ed autenticita \u2013 s\u00falad medzi t\u00fdm, \u010do komunikujete navonok, a realitou vo vn\u00fatri organiz\u00e1cie. Tento s\u00falad je k\u013e\u00fa\u010dov\u00fd, preto\u017ee kandid\u00e1ti aj zamestnanci dnes akt\u00edvne overuj\u00fa, \u010di firemn\u00e9 s\u013euby zodpovedaj\u00fa skuto\u010dnosti.<\/li>\n\n\n\n<li><strong>Behavior\u00e1lna segment\u00e1cia<\/strong> ukazuje, ako sa \u013eudia spr\u00e1vaj\u00fa a kde sa pohybuj\u00fa. \u010cas\u0165 kandid\u00e1tov akt\u00edvne sleduje pracovn\u00e9 port\u00e1ly a soci\u00e1lne siete, in\u00ed daj\u00fa na odpor\u00fa\u010dania zn\u00e1mych alebo uprednost\u0148uj\u00fa osobn\u00e9 stretnutia na ve\u013etrhoch pr\u00e1ce. Akt\u00edvni uch\u00e1dza\u010di sa spr\u00e1vaj\u00fa inak ne\u017e pas\u00edvni, ktor\u00fdch je v\u00e4\u010d\u0161ina. Pod\u013ea \u0161t\u00fadie LinkedIn je a\u017e 70\u202f% potenci\u00e1lnych kandid\u00e1tov pas\u00edvnych \u2013 akt\u00edvne si pr\u00e1cu neh\u013eadaj\u00fa, ale s\u00fa otvoren\u00ed nov\u00fdm pr\u00edle\u017eitostiam. Preto potrebujete odli\u0161n\u00e9 strat\u00e9gie pre t\u00fdch, ktor\u00ed akt\u00edvne h\u013eadaj\u00fa, a pre t\u00fdch, ktor\u00ed s\u00fa s\u00edce otvoren\u00ed zmene, ale akt\u00edvne ju nevyh\u013ead\u00e1vaj\u00fa.<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><a href=\"https:\/\/www.sloneek.com\/sk\/trial\/\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"453\" src=\"https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa.webp\" alt=\"U\u0161etr\u00edte 20 hod\u00edn t\u00fd\u017edenne na HR.\" class=\"wp-image-38434\" srcset=\"https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa.webp 1200w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-300x113.webp 300w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-1024x387.webp 1024w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-768x290.webp 768w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-119x45.webp 119w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-98x37.webp 98w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-576x217.webp 576w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-1040x393.webp 1040w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-200x76.webp 200w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-20x8.webp 20w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-30x11.webp 30w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-45x17.webp 45w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-65x25.webp 65w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-68x26.webp 68w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-240x91.webp 240w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-270x102.webp 270w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-180x68.webp 180w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-437x165.webp 437w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-63x24.webp 63w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-61x23.webp 61w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-400x151.webp 400w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-810x306.webp 810w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-690x260.webp 690w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-84x32.webp 84w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-1000x378.webp 1000w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-500x189.webp 500w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tyzdenne-hr-procesy-operativa-800x302.webp 800w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/a><\/figure>\n\n\n\n<h3 id=\"persony-dajte-svojej-cielovej-skupine-tvar\" class=\"wp-block-heading\"><strong>Persony \u2013 dajte svojej cie\u013eovej skupine tv\u00e1r<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Persona je fikt\u00edvna postava reprezentuj\u00faca typick\u00e9ho kandid\u00e1ta alebo zamestnanca. Nejde len o demografick\u00e9 \u00fadaje \u2013 persona m\u00e1 svoje motiv\u00e1cie, obavy a o\u010dak\u00e1vania od zamestn\u00e1vate\u013ea.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u010faka tomu m\u00f4\u017eete komunikova\u0165 ove\u013ea osobnej\u0161ie a presnej\u0161ie. Namiesto v\u0161eobecn\u00e9ho \u201e<em>h\u013ead\u00e1me v\u00fdvoj\u00e1ra<\/em>\u201c tak m\u00f4\u017eete oslovi\u0165 \u201ePetra, 28 rokov, ktor\u00fd chce pracova\u0165 s nov\u00fdmi technol\u00f3giami a rozv\u00edja\u0165 sa v modernej firme\u201c.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Vytvorenie efekt\u00edvnej persony si vy\u017eaduje kombin\u00e1ciu d\u00e1t a empatie.<\/strong> Vyu\u017eite existuj\u00face d\u00e1ta o va\u0161ich najlep\u0161\u00edch zamestnancoch, urobte rozhovory s r\u00f4znymi \u010dlenmi t\u00edmu a analyzujte sp\u00e4tn\u00fa v\u00e4zbu z v\u00fdberov\u00fdch konan\u00ed. Persona by mala obsahova\u0165 <strong>demografick\u00e9 \u00fadaje, kari\u00e9rne ciele, osobn\u00e9 motiv\u00e1cie, typick\u00fd de\u0148 v ich \u017eivote, komunika\u010dn\u00e9 preferencie a k\u013e\u00fa\u010dov\u00e9 faktory rozhodovania.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><span style=\"background-color: #ffd966\">\u010c\u00edm realistickej\u0161ia persona je, t\u00fdm lep\u0161ie v\u00e1m pom\u00f4\u017ee v cielenej komunik\u00e1cii.<\/span><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Persony vyu\u017eijete ako pri n\u00e1bore, tak v internej komunik\u00e1cii. Pri n\u00e1bore vytvor\u00edte inzer\u00e1t, ktor\u00fd virtu\u00e1lne oslovuje konkr\u00e9tnu personu: \u201e<em>Chce\u0161 vidie\u0165 v\u00fdsledky svojej pr\u00e1ce v re\u00e1lnom \u010dase? Bav\u00ed \u0165a nov\u00e9 technol\u00f3gie? U n\u00e1s bude\u0161 s\u00fa\u010das\u0165ou t\u00edmu, ktor\u00fd...<\/em>\u201c V internej komunik\u00e1cii zas viete, \u017ee ur\u010dit\u00fa personu zauj\u00edma vzdel\u00e1vanie a rozvoj, preto jej cielene predstavujete mo\u017enosti \u0161kolen\u00ed, mentoringu alebo pr\u00e1ce na nov\u00fdch projektoch.<\/p>\n\n\n\n<h3 id=\"zamestnanecka-cesta-od-prveho-kontaktu-po-dlhodobu-spolupracu\" class=\"wp-block-heading\"><strong>Zamestnaneck\u00e1 cesta \u2013 od prv\u00e9ho kontaktu po dlhodob\u00fa spolupr\u00e1cu<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">V marketingu sa hovor\u00ed o \u201ez\u00e1kazn\u00edckej ceste\u201c (customer journey) \u2013 teda o v\u0161etk\u00fdch f\u00e1zach, ktor\u00fdmi \u010dlovek prejde pred n\u00e1kupom a po \u0148om. V HR je to podobn\u00e9 \u2013 \u201ecandidate journey\u201c \u010di \u201eemployee journey\u201c kop\u00edruje rovnak\u00fd princ\u00edp. Kandid\u00e1t aj zamestnanec prech\u00e1dza r\u00f4znymi f\u00e1zami a v ka\u017edej potrebuje nie\u010do in\u00e9.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>F\u00e1za zva\u017eovania<\/strong> je prv\u00fdm krokom, ke\u010f potenci\u00e1lny kandid\u00e1t za\u010d\u00edna prem\u00fd\u0161\u013ea\u0165 o zmene pr\u00e1ce. V tejto f\u00e1ze \u013eudia \u010dasto vyh\u013ead\u00e1vaj\u00fa inform\u00e1cie o r\u00f4znych zamestn\u00e1vate\u013eoch, \u010d\u00edtaj\u00fa recenzie a sleduj\u00fa kari\u00e9rne str\u00e1nky na soci\u00e1lnych sie\u0165ach. Va\u0161ou \u00falohou je by\u0165 vidite\u013en\u00ed s relevantn\u00fdm obsahom, ktor\u00fd rie\u0161i ich potenci\u00e1lne obavy a ukazuje v\u00fdhody pr\u00e1ce vo va\u0161ej firme. Pr\u00edbehy s\u00fa\u010dasn\u00fdch zamestnancov, firemn\u00e9ho l\u00eddra (CEO, reprezentant zna\u010dky), vide\u00e1 z pracovn\u00e9ho prostredia alebo \u010dl\u00e1nky o firemnej kult\u00fare m\u00f4\u017eu v tejto f\u00e1ze v\u00fdrazne ovplyvni\u0165 rozhodovanie.<\/li>\n\n\n\n<li><strong>Vo f\u00e1ze h\u013eadania<\/strong> sa kandid\u00e1t akt\u00edvne obzer\u00e1 po nov\u00fdch pr\u00edle\u017eitostiach. H\u013ead\u00e1 konkr\u00e9tne poz\u00edcie, porovn\u00e1va <a href=\"https:\/\/www.sloneek.com\/sk\/blog\/benefity-pre-zamestnancov\/\">benefity<\/a>, platov\u00e9 podmienky a firemn\u00fa kult\u00faru. Tu je k\u013e\u00fa\u010dov\u00e9 ma\u0165 preh\u013eadn\u00e9 a atrakt\u00edvne pracovn\u00e9 inzer\u00e1ty, intuit\u00edvne kari\u00e9rne str\u00e1nky a dobr\u00fa prezent\u00e1ciu na pracovn\u00fdch port\u00e1loch<strong>. <\/strong><strong><span style=\"background-color: #ffd966\"><b>Nezab\u00fadajte, \u017ee v tejto f\u00e1ze zohr\u00e1vaj\u00fa ve\u013ek\u00fa rolu recenzie b\u00fdval\u00fdch aj s\u00fa\u010dasn\u00fdch zamestnancov, ktor\u00e9 si kandid\u00e1ti akt\u00edvne vyh\u013ead\u00e1vaj\u00fa.<\/b><\/span><\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>F\u00e1za rozhodovania<\/strong> je kritick\u00fd moment, ke\u010f kandid\u00e1t porovn\u00e1va ponuky, p\u00fdta sa zn\u00e1mych na referencie a zva\u017euje v\u0161etky pre a proti. Tu rozhoduje kandid\u00e1tska sk\u00fasenos\u0165 \u2013 ako r\u00fdchlo a profesion\u00e1lne komunikujete, ak\u00fd dojem zanechal pohovor, ako transparentn\u00fd je cel\u00fd proces. Pod\u013ea prieskumu spolo\u010dnosti IBM a\u017e 58\u202f% kandid\u00e1tov odmietne ponuku kv\u00f4li zlej sk\u00fasenosti po\u010das v\u00fdberov\u00e9ho procesu, aj ke\u010f je inak poz\u00edcia atrakt\u00edvna.<\/li>\n\n\n\n<li><strong>F\u00e1za n\u00e1stupu a adapt\u00e1cie<\/strong> je obdob\u00edm, ke\u010f nov\u00fd zamestnanec prich\u00e1dza do firmy a zoznamuje sa s prostred\u00edm, kolegami a pracovn\u00fdmi postupmi. Kvalitn\u00fd <a href=\"https:\/\/www.sloneek.com\/sk\/?attachment_id=24661\">onboarding<\/a> je z\u00e1sadn\u00fd \u2013 firmy s prepracovan\u00fdm adapta\u010dn\u00fdm procesom dosahuj\u00fa a\u017e o 62\u202f% vy\u0161\u0161iu produktivitu nov\u00fdch zamestnancov v prv\u00fdch mesiacoch a o 50\u202f% vy\u0161\u0161iu mieru zotrvania po prvom roku. V tejto f\u00e1ze nejde len o praktick\u00e9 inform\u00e1cie, ale aj o budovanie soci\u00e1lnych v\u00e4zieb a pochopenie firemnej kult\u00fary. <strong><span style=\"background-color: #ffd966\"><b>A o neplytvanie peniazmi \u2013 ob\u010das sa tv\u00e1rime, \u017ee rozl\u00fa\u010dka s nov\u00fdm kolegom po 4 mesiacoch stoj\u00ed jeho 4 platy. Omyl. Prich\u00e1dzate o v\u0161etky invest\u00edcie do\u0148ho vlo\u017een\u00e9 \u2013 \u010das, energiu, prostriedky, n\u00e1deje, o\u010dak\u00e1vania. To v\u0161etko s\u00fa peniaze. A nie mal\u00e9.<\/b><\/span><\/strong><\/li>\n\n\n\n<li><strong>F\u00e1za \u010fal\u0161ieho rastu<\/strong> je dlhodob\u00fd proces, po\u010das ktor\u00e9ho zamestnanec rozv\u00edja svoje schopnosti, zap\u00e1ja sa do projektov a potenci\u00e1lne postupuje na vy\u0161\u0161ie poz\u00edcie. Tu je k\u013e\u00fa\u010dov\u00e9 pon\u00faka\u0165 mo\u017enosti vzdel\u00e1vania, kari\u00e9rneho rastu a zmysluplnej pr\u00e1ce. Pravideln\u00e1 sp\u00e4tn\u00e1 v\u00e4zba, uznanie \u00faspechov a jasn\u00e1 perspekt\u00edva bud\u00faceho v\u00fdvoja pom\u00e1haj\u00fa udr\u017ea\u0165 motiv\u00e1ciu a anga\u017eovanos\u0165. Firmy, ktor\u00e9 akt\u00edvne podporuj\u00fa rozvoj svojich \u013eud\u00ed, maj\u00fa pod\u013ea \u0161t\u00fadie Deloitte a\u017e o 37\u202f% vy\u0161\u0161iu produktivitu a o 58\u202f% vy\u0161\u0161iu schopnos\u0165 pril\u00e1ka\u0165 top talenty.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pochopenie t\u00fdchto f\u00e1z<\/strong> v\u00e1m umo\u017en\u00ed vytvori\u0165 personalizovan\u00fa komunik\u00e1ciu a podporu pre ka\u017ed\u00fd krok zamestnaneckej cesty. <span><strong><span style=\"background-color: #ffd966\"><b>Spokojn\u00fd zamestnanec, ktor\u00fd prech\u00e1dza pozit\u00edvnou sk\u00fasenos\u0165ou vo v\u0161etk\u00fdch f\u00e1zach, sa st\u00e1va va\u0161\u00edm najsilnej\u0161\u00edm marketingov\u00fdm n\u00e1strojom<\/b>&nbsp;<\/span><\/strong><\/span><span>&nbsp;<\/span>&nbsp;\u2013 odpor\u00fa\u010da firmu svojim zn\u00e1mym, pozit\u00edvne o nej hovor\u00ed na soci\u00e1lnych sie\u0165ach a prispieva k budovaniu silnej zna\u010dky zamestn\u00e1vate\u013ea.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><span>\ud83d\udca1\u010cO SI ODNIES\u0164?<br>\n<\/span>\u010c\u00edm lep\u0161ie pozn\u00e1te svoje cie\u013eov\u00e9 skupiny a ich potreby, t\u00fdm efekt\u00edvnej\u0161ie s nimi m\u00f4\u017eete pracova\u0165.<\/strong> Invest\u00edcia do hlbok\u00e9ho porozumenia va\u0161im kandid\u00e1tom a zamestnancom je z\u00e1kladom \u00faspe\u0161n\u00e9ho budovania zna\u010dky zamestn\u00e1vate\u013ea a efekt\u00edvnej HR komunik\u00e1cie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V \u010fal\u0161ej \u010dasti sa pozrieme na <strong>intern\u00fa komunik\u00e1ciu.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tento seri\u00e1l vznik\u00e1 v\u010faka l\u00e1skavej spolupr\u00e1ci s <a href=\"https:\/\/www.prklub.cz\/\">Asoci\u00e1ciou strategickej komunik\u00e1cie a vz\u0165ahov s verejnos\u0165ou.<\/a><\/p>\n","protected":false},"featured_media":42366,"template":"","meta":{"_acf_changed":false,"_acf":"","inline_featured_image":false,"footnotes":""},"class_list":["post-42598","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_categories-tipy-a-triky-sk"],"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>Spoznajte cie\u013eov\u00e9 skupiny pre zna\u010dku zamestn\u00e1vate\u013ea | Sloneek<\/title>\n<meta name=\"description\" content=\"Zna\u010dka zamestn\u00e1vate\u013ea ???? za\u010d\u00edna porozumen\u00edm \u013eu\u010fom. 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