{"id":11338,"date":"2023-01-03T12:47:45","date_gmt":"2023-01-03T11:47:45","guid":{"rendered":"https:\/\/zyntern.com\/blog\/?p=11338"},"modified":"2023-11-17T13:19:18","modified_gmt":"2023-11-17T12:19:18","slug":"minden-amit-az-evp-rol-munkaltatoi-markaigeret-tudni-kell","status":"publish","type":"post","link":"https:\/\/zyntern.com\/blog\/minden-amit-az-evp-rol-munkaltatoi-markaigeret-tudni-kell\/","title":{"rendered":"Minden, amit az EVP-r\u0151l (munk\u00e1ltat\u00f3i m\u00e1rka\u00edg\u00e9ret) tudni kell!"},"content":{"rendered":"\n<p>Ahogyan az m\u00e1r a<a href=\"https:\/\/zyntern.com\/blog\/a-munkaltatoi-markaepites-employer-branding-alapjai\/\"> munk\u00e1ltat\u00f3i m\u00e1rka\u00e9p\u00edt\u00e9s alapjai cikk\u00fcnkb\u0151l kider\u00fclt<\/a>, munk\u00e1ltat\u00f3i m\u00e1rk\u00e1ja bizony minden c\u00e9gnek van. A k\u00e9rd\u00e9s m\u00e1r csak az, hogy mennyire \u00e9p\u00edtj\u00fck ezt tudatosan \u00e9s milyen \u00fczenetekkel oper\u00e1lunk mind a k\u00fcls\u0151 c\u00e9lk\u00f6z\u00f6ns\u00e9g\u00fcnk, mind pedig a munkat\u00e1rsaink fel\u00e9. Ennek egyik fontos eszk\u00f6ze \u00e9s a munk\u00e1ltat\u00f3i m\u00e1rka\u00edg\u00e9ret\u00fcnk (EVP) megalkot\u00e1sa, melynek gyakorlati haszn\u00e1r\u00f3l \u00e9s \u00e9p\u00edt\u0151elemeir\u0151l mes\u00e9l\u00fcnk egy kicsit mostani cikk\u00fcnkben.<\/p>\n\n\n\n<h2><strong>Mi\u00e9rt fontos az EVP?<\/strong><\/h2>\n\n\n\n<p>T\u0171nhet \u00fagy, hogy az a munk\u00e1ltat\u00f3i m\u00e1rka\u00edg\u00e9ret csak egy hangzatos catchphrase, aminek nagy jelent\u0151s\u00e9ge nincs a szervezet \u00e9let\u00e9ben, azonban egy 2022-es <a href=\"https:\/\/www.gartner.com\/en\/human-resources\/insights\/employee-engagement-performance\/employee-value-proposition\">kutat\u00e1sb\u00f3l<\/a> az der\u00fcl ki, hogy azok a c\u00e9gek, akik akt\u00edvan haszn\u00e1lj\u00e1k a m\u00e1rka\u00edg\u00e9ret\u00fcket 70%-kal cs\u00f6kkenthetik az \u00e9ves fluktu\u00e1ci\u00f3t a szervezetben \u00e9s k\u00f6zel 30%-kal n\u00f6velhetik az \u00faj koll\u00e9g\u00e1k elk\u00f6telezetts\u00e9g\u00e9t.&nbsp;<\/p>\n\n\n\n<p>N\u00e9zz\u00fck meg, hogy hogyan lehet ezt el\u00e9rni!<\/p>\n\n\n\n<h2><strong>Az alapok: mi is az EVP?<\/strong><\/h2>\n\n\n\n<p>Az EVP az employer(\/employee) value proposition r\u00f6vid\u00edt\u00e9se, vagyis a munk\u00e1ltat\u00f3i m\u00e1rka\u00edg\u00e9ret. <strong>EVP-re az\u00e9rt van sz\u00fcks\u00e9g\u00fcnk, mert egy j\u00f3l megfogalmazott \u00e9rt\u00e9k\u00edg\u00e9retre hat\u00e9konyan tudunk \u00e9p\u00edteni a toborz\u00e1si kommunik\u00e1ci\u00f3ban, megfogalmazhatjuk benne a versenyel\u0151ny\u00fcnket a munkaer\u0151piacon, illetve a koll\u00e9g\u00e1ink fel\u00e9 is kulcs\u00fczenetet hordoz a bels\u0151 kommunik\u00e1ci\u00f3ban.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" width=\"785\" height=\"435\" src=\"https:\/\/zyntern.com\/blog\/wp-content\/uploads\/2023\/01\/Screenshot-2023-01-03-at-10.53.08.png\" alt=\"EVP alkot\u00e1s alapjai\" class=\"wp-image-11340\" srcset=\"https:\/\/zyntern.com\/blog\/wp-content\/uploads\/2023\/01\/Screenshot-2023-01-03-at-10.53.08.png 785w, https:\/\/zyntern.com\/blog\/wp-content\/uploads\/2023\/01\/Screenshot-2023-01-03-at-10.53.08-300x166.png 300w, https:\/\/zyntern.com\/blog\/wp-content\/uploads\/2023\/01\/Screenshot-2023-01-03-at-10.53.08-768x426.png 768w\" sizes=\"(max-width: 785px) 100vw, 785px\" \/><\/figure>\n\n\n\n<p>Az EVP-ben megfogalmaz\u00f3dik a c\u00e9g\u00fcnk&nbsp;<\/p>\n\n\n\n<ul><li>Jelenlegi munk\u00e1ltat\u00f3i m\u00e1rk\u00e1ja<\/li><li>V\u00e1llalati c\u00e9lok \u00e9s v\u00edzi\u00f3<\/li><li>V\u00e1llalati m\u00e1rkastrat\u00e9gia<\/li><li>Versenyt\u00e1rsakkal szembeni el\u0151nyeink.<\/li><\/ul>\n\n\n\n<p>Az \u00e9rt\u00e9k\u00edg\u00e9ret\u00fcnk teh\u00e1t \u00e1rulkodik a jelen\u00fcnkr\u0151l \u00e9s mag\u00e1ban hordozza a j\u00f6v\u0151nket is, ez\u00e9rt \u00e9rdemes gondosan el\u0151k\u00e9sz\u00edtett bels\u0151 \u00e9s\/vagy k\u00fcls\u0151 kutat\u00e1sokra, felm\u00e9r\u00e9sekre alapozni a megfogalmaz\u00e1sakor.<\/p>\n\n\n\n<h2><strong>Milyen a j\u00f3 EVP?<\/strong><\/h2>\n\n\n\n<ul><li>Hiteles\/valid\u00e1lt<\/li><li>Vonz\u00f3\/relev\u00e1ns<\/li><li>Megk\u00fcl\u00f6nb\u00f6ztet\u0151\/egyedi<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img width=\"861\" height=\"483\" src=\"https:\/\/zyntern.com\/blog\/wp-content\/uploads\/2023\/01\/Screenshot-2023-01-03-at-10.54.31.png\" alt=\"A munk\u00e1ltat\u00f3i m\u00e1rka alapjai\" class=\"wp-image-11339\" srcset=\"https:\/\/zyntern.com\/blog\/wp-content\/uploads\/2023\/01\/Screenshot-2023-01-03-at-10.54.31.png 861w, https:\/\/zyntern.com\/blog\/wp-content\/uploads\/2023\/01\/Screenshot-2023-01-03-at-10.54.31-300x168.png 300w, https:\/\/zyntern.com\/blog\/wp-content\/uploads\/2023\/01\/Screenshot-2023-01-03-at-10.54.31-768x431.png 768w, https:\/\/zyntern.com\/blog\/wp-content\/uploads\/2023\/01\/Screenshot-2023-01-03-at-10.54.31-800x450.png 800w\" sizes=\"(max-width: 861px) 100vw, 861px\" \/><\/figure>\n\n\n\n<h3>HITELES \/ VALID\u00c1LT<\/h3>\n\n\n\n<p>EVP alkot\u00e1s sor\u00e1n rendk\u00edv\u00fcl fontos az \u0151szintes\u00e9g, mert mind a bels\u0151, mind a k\u00fcls\u0151 kommunik\u00e1ci\u00f3ban \u00edgy tudunk csak hitelesek maradni. Ne \u00e1ll\u00edtsunk olyat, amilyenek nem vagyunk. \u00c9rdemes szervezeten bel\u00fcl valid\u00e1ltatni a megfogalmazott \u00e9rt\u00e9keinket, hogy a munkat\u00e1rsaink igaznak \u00e9rzik-e az \u00e1ll\u00edt\u00e1st. Ha ne<\/p>\n\n\n\n<h3>VONZ\u00d3 \/ RELEV\u00c1NS<\/h3>\n\n\n\n<p>Oyan \u00e9rt\u00e9kaj\u00e1nlatot fogalmazzunk meg, ami mind a jelenlegi, mind a leend\u0151 koll\u00e9g\u00e1k sz\u00e1m\u00e1ra megsz\u00f3l\u00edt\u00f3 lehet, az \u0151 ig\u00e9nyeikre reflekt\u00e1l, a c\u00e9lcsoportunk sz\u00e1m\u00e1ra relev\u00e1ns \u00fczenetet hordoz. Ha p\u00e9ld\u00e1ul a friss diplom\u00e1sokat szeretn\u00e9nk megsz\u00f3l\u00edtani nem biztos, hogy a csal\u00e1dbar\u00e1t int\u00e9zked\u00e9sek hangs\u00falyoz\u00e1sa a legadekv\u00e1tabb, sokkal ink\u00e1bb a pozit\u00edv munkahelyi l\u00e9gk\u00f6r p\u00e9ld\u00e1ul, ahogy az a <a href=\"https:\/\/zyntern.com\/blog\/megerkeztek-a-palyakezdo-fiatalok-2022-es-munkaeropiaci-igenyei\/\">2022-es kutat\u00e1sunkb\u00f3l is kider\u00fclt<\/a>.<\/p>\n\n\n\n<h3>MEGK\u00dcL\u00d6NB\u00d6ZTET\u0150 \/ EGYEDI<\/h3>\n\n\n\n<p>Tegy\u00fck fel a k\u00e9rd\u00e9st magunknak, hogy a hozz\u00e1nk hasonl\u00f3 szektorban tev\u00e9kenyked\u0151 c\u00e9gekhez k\u00e9pest mi az, amiben mi m\u00e1sok vagyunk, miben tudunk t\u00f6bbet ny\u00fajtani a koll\u00e9g\u00e1knak, \u00edgy k\u00f6nnyed\u00e9n megkaphatjuk, hogy mi c\u00e9g\u00fcnk USP-je, vagyis az egyedi m\u00e1rkatulajdons\u00e1gunk. A szektorban minden szerepl\u0151re jellemz\u0151 a multikultur\u00e1lis munkak\u00f6rnyezet? Akkor nem ez az a tulajdons\u00e1g, ami kiemel minket, de egy-k\u00e9t gy\u00fcm\u00f6lcsnap, kutyabar\u00e1t int\u00e9zked\u00e9s m\u00e1r lehet sokkal egyedibb \u00fczenetnek sz\u00e1m\u00edt.<\/p>\n\n\n\n<p>Most, hogy m\u00e1r kicsit jobban belel\u00e1tunk abba mi\u00e9rt fontos az EVP megalkot\u00e1sa \u00e9s mib\u0151l is \u00e1ll maga a m\u00e1rka\u00edg\u00e9ret n\u00e9zz\u00fcnk p\u00e1r p\u00e9ld\u00e1t, j\u00f3 gyakorlatot ismert c\u00e9gekt\u0151l.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img width=\"1024\" height=\"683\" src=\"https:\/\/zyntern.com\/blog\/wp-content\/uploads\/2023\/01\/kkkkk-1024x683.jpeg\" alt=\"boldog munkat\u00e1rsak n\u00e9znek egy lapopot\" class=\"wp-image-11355\" srcset=\"https:\/\/zyntern.com\/blog\/wp-content\/uploads\/2023\/01\/kkkkk-1024x683.jpeg 1024w, https:\/\/zyntern.com\/blog\/wp-content\/uploads\/2023\/01\/kkkkk-300x200.jpeg 300w, https:\/\/zyntern.com\/blog\/wp-content\/uploads\/2023\/01\/kkkkk-768x513.jpeg 768w, https:\/\/zyntern.com\/blog\/wp-content\/uploads\/2023\/01\/kkkkk-1536x1025.jpeg 1536w, https:\/\/zyntern.com\/blog\/wp-content\/uploads\/2023\/01\/kkkkk-2048x1367.jpeg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2><strong>Pozit\u00edv p\u00e9ld\u00e1k<\/strong><\/h2>\n\n\n\n<h3><strong>L\u2019Oreal<\/strong><\/h3>\n\n\n\n<p>A L\u2019orealt mint c\u00e9get, de&nbsp; legal\u00e1bbis a term\u00e9keit szinte biztosan mindannyian ismerj\u00fck. Az <a href=\"https:\/\/workology.com\/employee-value-propositions-evp\/\">EVP<\/a>-j\u00fck, viszont m\u00e1r kev\u00e9sb\u00e9 ismert, azonban \u00e9kes p\u00e9ld\u00e1ja szerintem a j\u00f3 m\u00e1rka\u00edg\u00e9retnek:<\/p>\n\n\n\n<p><em>\u201cLead the future of Beauty. When you love your work and the people you work with, amazing things can happen.\u201d<\/em><\/p>\n\n\n\n<p>Ebben a k\u00e9t mondatban l\u00e1tjuk azt, hogy a j\u00f6v\u0151be mutat, megsz\u00f3l\u00edtja a jel\u00f6ltet, hogy a sz\u00e9ps\u00e9g vil\u00e1g\u00e1ra gyakorolt hat\u00e1ssal b\u00edr a munk\u00e1ja a c\u00e9gn\u00e9l, illetve a m\u00e1sodik mondatban utal\u00e1st tal\u00e1ltunk az \u00e9rdekes munk\u00e1ra, illetve a csal\u00e1dias, befogad\u00f3, t\u00e1mogat\u00f3 k\u00f6zegre mint v\u00e1llalati \u00e9rt\u00e9kekre.<\/p>\n\n\n\n<h3><strong>Nike<\/strong><\/h3>\n\n\n\n<p>A <a href=\"https:\/\/vervoe.com\/employee-value-proposition\/\">Nike munk\u00e1ltat\u00f3i m\u00e1rka\u00edg\u00e9ret\u00e9ben<\/a> ezt olvashatjuk:<br><em>\u201cWe lead. We invent. We deliver. We use the power of sport to move the world.\u201d<\/em><\/p>\n\n\n\n<p>Az els\u0151 \u00e1ll\u00edt\u00e1sai az EVP-nek arra utalnak, hogy vezet\u0151 szerep\u0171, stabil v\u00e1llalati h\u00e1tter\u0171 c\u00e9gr\u0151l van sz\u00f3, ami dikt\u00e1lja a trendeket, \u00faj dolgokat alkot, \u00edgy a L\u2019orealhoz hasonl\u00f3an itt is izgalmas munk\u00e1t \u00edg\u00e9rnek az \u00faj koll\u00e9g\u00e1knak. A m\u00e1sodik r\u00e9sz\u00e9ben a f\u0151tev\u00e9kenys\u00e9gre utalva pedig egy k\u00fcldet\u00e9s fogalmaz\u00f3dik meg, aminek r\u00e9sz\u00e9v\u00e9 v\u00e1lhatunk mi magunk is a bel\u00e9p\u00e9ssel.<\/p>\n\n\n\n<h3><a href=\"https:\/\/www.cisco.com\/c\/en\/us\/about\/careers\/we-are-cisco.html\"><strong>Cisco<\/strong><\/a><\/h3>\n\n\n\n<p>Technol\u00f3giai vizekre evezve csakhogy ne puszt\u00e1n B2C m\u00e1rk\u00e1kat n\u00e9zz\u00fcnk meg a Cisco p\u00e9ld\u00e1ja is szuper\u00fcl mutatja mire van sz\u00fcks\u00e9g egy j\u00f3 EVP-hez:<\/p>\n\n\n\n<p>\u201cWhat do we value most? Our people, our technology, and changing the world \u2014 this is the #WeAreCisco story, and we\u2019re just getting started.\u201d<\/p>\n\n\n\n<p>Explicit kimondja, hogy milyen \u00e9rt\u00e9keikre a legb\u00fcszk\u00e9bbek, amiben megjelenik egy emberk\u00f6zpont\u00fa megk\u00f6zel\u00edt\u00e9se, a technol\u00f3giai innov\u00e1ci\u00f3 \u00e9s a j\u00f6v\u0151be mutat\u00f3an hangot adnak annak, hogy valamilyen szempontb\u00f3l szeretn\u00e9k megv\u00e1ltoztatni a vil\u00e1got.<\/p>\n\n\n\n<h2><strong>Szakmai seg\u00edts\u00e9g a munk\u00e1ltat\u00f3i m\u00e1rka\u00e9p\u00edt\u00e9sben<\/strong><\/h2>\n\n\n\n<p>A megfelel\u0151 jel\u00f6ltek megtal\u00e1l\u00e1sa az elm\u00falt n\u00e9h\u00e1ny \u00e9vben dr\u00e1maian megv\u00e1ltozott. Amit a top talent-ek <a href=\"https:\/\/zyntern.com\/blog\/ezek-2022-ben-a-legnepszerubb-munkaltatok-globalisan-es-itthon\/\">2022-ben<\/a> akarnak, az gy\u00f6keresen k\u00fcl\u00f6nb\u00f6zik att\u00f3l, amit 2019-ben akartak, \u00edgy az erre a c\u00e9geknek is reag\u00e1lniuk kell, ha nem akarj\u00e1k elvesz\u00edteni \u0151ket versenyt\u00e1rsaikkal szemben.<\/p>\n\n\n\n<p><strong>Ha seg\u00edts\u00e9gre van sz\u00fcks\u00e9getek az \u00e9rt\u00e9keitek, az EVP-tek felt\u00e1r\u00e1s\u00e1hoz, akkor a legjobb helyen j\u00e1rsz. A <a href=\"https:\/\/company.zyntern.com\/hrconsulting\/?gclid=Cj0KCQiAwJWdBhCYARIsAJc4idCoSsxNgSrsV6Wkq66JyuNG7jhCj9ndR6lSiw7V2H-RUDzPnhQl3EkaAhH0EALw_wcB\">Zyntern HR Services<\/a> csapata seg\u00edt, hogy vonz\u00f3v\u00e1 tudj v\u00e1lni a jel\u00f6ltjeid sz\u00e1m\u00e1ra, \u00e9s hogy meg tudd mutatni jelenlegi alkalmazottaidnak, hogy figyelsz az ig\u00e9nyeikre, c\u00e9ljaikra.<\/strong><\/p>\n\n\n\n<p>Nem tudod milyen \u00e9rt\u00e9keiteket tudn\u00e1tok hitelesen kommunik\u00e1lni? Mire alapozz\u00e1tok az EVP-teket? Seg\u00edt\u00fcnk!&nbsp;<\/p>\n\n\n\n<p><strong>Employer branding csapatunk facilit\u00e1lt workshop keret\u00e9ben t\u00e1mogat titeket az \u00e9rt\u00e9keitek meghat\u00e1roz\u00e1s\u00e1ban, hogy min\u00e9l hat\u00e9konyabban tudj\u00e1tok bevonzani a tehets\u00e9ges munkat\u00e1rsakat!<\/strong><\/p>\n\n\n\n<p>Keress minket bizalommal!<\/p>\n\n\n\n<p>Tov\u00e1bbi inform\u00e1ci\u00f3k \u00e9s kapcsolatfelv\u00e9tel:<\/p>\n\n\n\n<div class=\"wp-container-1 is-content-justification-center wp-block-buttons\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background\" href=\"https:\/\/company.zyntern.com\/hrconsulting\/?gclid=Cj0KCQiAwJWdBhCYARIsAJc4idCoSsxNgSrsV6Wkq66JyuNG7jhCj9ndR6lSiw7V2H-RUDzPnhQl3EkaAhH0EALw_wcB\" style=\"background-color:#3c1c4a\">\u00c9rdekel az Employer Branding!<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Milyen a j\u00f3 munk\u00e1ltat\u00f3i m\u00e1rka\u00edg\u00e9ret? A Zyntern HR Services cikk\u00e9b\u0151l kider\u00fcl! Alapfogalmak, \u00e9p\u00edt\u0151elemek \u00e9s pozit\u00edv p\u00e9ld\u00e1k.<\/p>\n","protected":false},"author":2,"featured_media":11353,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[70],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Minden, amit az EVP-r\u0151l (munk\u00e1ltat\u00f3i m\u00e1rka\u00edg\u00e9ret) tudni kell!<\/title>\n<meta name=\"description\" content=\"Milyen a j\u00f3 munk\u00e1ltat\u00f3i m\u00e1rka\u00edg\u00e9ret? A Zyntern HR Services cikk\u00e9b\u0151l kider\u00fcl! 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