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Люблю такого рода книги - написанные практиком и для практиков! Лишняя \"вода\" практически отсутствует, есть лишь авторский опыт и алгоритмы, которые - \"бери и используй\"!

Книга небольшая, и условно её можно поделить на три части:

1) Так сказать, \"общие мысли\" автора о том рынке труда, который сегодня сложился в нашей стране. В этом разделе много актуального и злободневного, и практически под каждой мыслью автора я готов подписаться.

Например, полностью согласен с выводом автора о том, что у нас сейчас и не \"рынок работодателя\", и не \"рынок соискателя\". С одной стороны, крайне мало отечественных работодателей, которые не отстали от времени, которые воспринимают работников не как \"рабов\", а как \"свободные таланты\", и готовы активно конкурировать за лучшие руки/головы с другими работодателями.

С другой стороны, наша доблестная система образования стремительно вырождается, трудовая мораль/этика деградирует (содержание такой ценности как \"труд\" меняется самым причудливым образом). И это означает, что квалифицированные работники, готовые и способные хорошо работать, также в страшном дефиците.

2) В качестве одного из механизмов преодоления всеобщего уныния и застоя на рынке труда, автор и предлагает использовать HR-брендинг. HR-брендинг - повышение привлекательности организации (как работодателя) в глазах уже работающих сотрудников (внутренний брендинг) и в глазах потенциальных работников (внешний брендинг).

Во втором разделе автор приводит определение HR-бренда; описывает его составные части; подробно разбирает основные этапы разработки и внедрения HR-бренда. Написано вроде бы всё хорошо, но есть и \"минусы\":

Во-первых, автор как-то упрощает суть HR-брендинга, считая, что самое главное в создании HR-бренда - это безупречная работа службы управления персоналом (СУП) предприятия. При этом речь идёт о стандартных (рутинных) функциях HR-службы, вроде отбора персонала, адаптации, обучения, оценки и аттестации, формировании кадрового резерва и т.д.

Тезис вроде бы очевидный: \"Если СУП будет добросовестно, хорошо выполнять свои обязанности, это и улучшит репутацию компании в глазах работников, т.е. и приведет к созданию HR-бренда\". Но вот по-моему, этого как-то недостаточно: хорошая работа СУП - важная предпосылка, как бы база для создания HR-бренда. Но это не HR-бренд! Это лишь его малая часть. Но автор как-то проходит мимо этого явного несоответствия :(

Во-вторых, автор, описывая построение HR-бренда, берёт за образец стандартный алгоритм товарного брендинга, принятый в традиционном маркетинге. Вроде бы и ничего особо криминального в этом нет, но... я вот лично сильно не уверен, что для разработки именно HR-бренда подходят те же действия и механизмы, которые используются для продвижения продуктовых торговых марок :(

3) Самый познавательный - третий раздел книги (это примерно половина её объема). Там подробно описаны два кейса по разработке и внедрению HR-брендов на предприятии. Основные этапы HR-брендинга (пишу укрупненно, в книге всё более подробно):

1. Анализ ситуации, для чего\n- анкетируются работники предприятия (по сегментам), выявляются факторы их лояльности предприятию\n- проводится конкурентный анализ (сильные и слабые стороны HR-брендов конкурентов)

2. Выделяются целевые группы работников (существующих и потенциальных), на которые необходимо определенным образом оказать влияние с помощью HR-бренда.

3. Креативный этап :) Придумываются бренд-идеи, выбираются каналы и способы коммуникации и т.д. Ценная сторона книги - автор приводит примеры, как спланировать и забюджетировать HR-брендинг.

4. Проводится пилотное (пробное) внедрение HR-бренда; проводится несколько брендинговых мероприятия/акций. Что понравилось, автор достаточно грамотно подходит (с использованием матстатистики) к оценке эффективности проведенных мероприятий. Оценка проводится до мероприятия, после него, после чего рассчитывается стат.достоверность различий полученных оценок (автор приводит критерии и формулы для рассчета).

5. Окончательное внедрение HR-бренда, оценка макро-эффективности проведенных мероприятий. Тут ценной стороной является то, что автор приводит целый набор метрик, которые дают возможность оценить, помог ли HR-бренд решить кадровые проблемы предприятия, улучшить его ситуацию.

(по п.4 и 5 от себя добавлю, что тут тоже не всё бесспорно ;) Я бы лично использовал несколько другие стат.методы и несколько другие метрики... Ну да ладно, это уже индивидуальные проф.вкусы и предпочтения...)

\nВ качестве резюме: книга хорошая, и будет особенно полезна для HR-менеджеров, которые \"вообще не в теме\", и слышат об HR-брендинге впервые. Изложена целостная система работы по созданию HR-бренда, даны конкретные методики.

Но это именно \"уровень для начинающих\". Так как совсем мало про репутацию компании в Интернете (а Интернет становится всё более влиятельным каналом брендинга). И совсем ничего нет про \"внутреннюю\" сторону брендинга - про психологическую. Про удовлетворенность работников трудом (её природу и механизмы), про вовлечнность, про поиск и воспитание талантов и т.д. Т.е. технология брендинга дана, но на достаточно поверхностном уровне.

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Хорошая книга, читается легко. Прочитала за несколько вечеров. Буду присматриваться к другим подобным, т.к. остались вопросы в некоторых моментах, буду искать конкретику.

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Это моя первая книга в этом направлении работы отдела персонала. Для меня она открыла мир HR ,выстроила цепочку действий. Конечно я испытывала огорчение, когда автор в теме не останавливался подробно и «проскакивал»....Для меня это стимул чтения других книг ,благо профессионалы пишут и делятся своим опытом. Спасибо!

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Книгой осталась очень довольна! Читается легко, много практических примеров, а главное – есть четкий алгоритм по построению HR – бренда, формулы расчета экономической эффективности. Книга в списке моих любимых. После прочтения заказала еще и книжный вариант. Рекомендую!

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ников и генеральных директоров. Давайте разберемся. С одной стороны они правы: очередь есть. Значит, проблем нет? Есть! Да еще какие! Посмотрите внимательнее, кто стоит в очереди? Алкоголики, бездари, люди из глухого пригорода, которым только зиму проработать, а потом в огороды, «летуны» и многие другие – те, кто, по сути, не хочет или не умеет работать. Или если говорить не о рабочих, а о специалистах с высшим образованием, то это молодые сотрудники, желающие трудиться, но без опыта работы. Вы их всему научите (а какой у Вас выбор? специалисты с опытом к Вам не идут), и они потом от Вас благополучно упорхнут уже опытными специалистами-профессионалами. Не нравится? Тогда займитесь HR-брендингом или, точнее, своим персоналом.

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На самом деле, будущее компаний, в которых HR-процессы протекают бесконтрольно или по образцу советской эпохи (а таких компаний великое множество), незавидно. Богатое воображение рисует в голове страшные картины работников-алкоголиков, диктующих Вам, работодателю, свои требования по оплате и условиям труда. Страшно? Вы не хотите такого будущего? Ранее эти процессы развивались со скоростью ползущей черепахи, шаг за шагом приближавшие компанию к неотвратимому будущему. Сейчас, в условиях финансового кризиса, их скорость возросла в разы, вопросы повышения эффективности бизнеса перешли из разряда «важных, но откладываемых» в разряд «необходимых для выживания бизнеса»!

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