Employer Branding in Bydgoszcz

Trainings, benefits and competitions for employees, a modern office, initiatives that activate and integrate the team, open communication with candidates... There are many different ways to build an Employer Branding (EB) strategy and it is becoming an increasingly important topic for Bydgoszcz companies. What can be the involvement of the city in the process of creating a positive image of the employer, being the economic, social and natural environment of the enterprise located in it? In Bydgoszcz, there is a positive synergy effect in this respect –in many ways the friendly “urban ecosystem” provides companies with additional arguments in implementing their individual and increasingly ambitious EB strategies.

The dynamic development of the Bydgoszcz market for modern business services, as well as strong local IT specialisation, availability of office spaces, or comprehensive support for inves tors from the Bydgoszcz Regional Development Agency (BARR) create a good climate not only to attract new investments, but also for the development of enterprises already operating in the City. Thanks to this, new jobs are still being created in the City, and Bydgoszcz is becoming a magnet for employees who can develop their careers in global projects and modern technologies. The main representatives of the sector are realising projects for global IT, telecommunications, insurance, or automotive companies, confirming the highest level of services and competences of their Bydgoszcz branches. They develop specialist business processes and many of them have their own R&D departments in the City. For international companies with a recognised position on the global market, it is important that the environment in which they operate reflects the global nature of their work, while providing access to technical knowledge, skilled resources and excellent infrastructure. They find all of this in Bydgoszcz. – We are pleased that many companies appreciate the good climate to invest and develop their business in our City. Access to knowledge, competent human resources and convenient infrastructure are undoubtedly strong advantages of Byd - goszcz – says Edyta Wiwatowska, President of BARR. – The involvement of employers, but also the activities of the local government to improve the City’s infrastructure and public services, good cooperation with local schools and universities, and active support from BARR for entrepreneurs create attractive jobs in Bydgoszcz where open and competent employees have a chance to implement projects with a global reach. GLOBAL AND LOCAL IDEAS FOR EB IN BYDGOSZCZ There are many interesting examples of good practices in Employer Branding in Bydgoszcz. The largest Bydgoszcz employer from the BPO/SSC sector, Atos GDC Poland, draws attention primarily to the quality and attractive ness of the workplace culture. As part of the global Wellbeing@work program, it helps develop and inspire employees by supporting healthy lifestyle initiatives and a better balance between work and private life. In addition, it effectively cooperates with the education sector –leads, among others, postgraduate studies, partner class projects in Bydgoszcz high schools, as well as the proven Ambassadors Program, under which the best Atos specialists meet with students and share practical knowledge.

qualified specialists thanks to the latest technologies, advanced R&D processes, products created from scratch and international projects for clients from around the world. – We provide attractive working conditions, development opportunities and numerous benefits that raise the bar for other companies in the region and are an additional stimulus for the growth of the IT industry. We also cultivate a culture of knowledge sharing, e.g. by organising events and conferences that encourage young women to become interested in science and careers in the IT industry. We also support employee initiatives, and even encourage charity by offering additional days off for volunteering – explains Henryk Hruszka, Director of the Nokia Technology Centre in Bydgoszcz. The IT industry in Bydgoszcz currently has seen many interesting, challenging and international projects, and recent years have been the time of intensive growth

90 and establishment of local specialisation proved by international successes. Human capital is a strong asset of the City and it is recognised by the companies investing here. Friendly environment and promising career prospects additionally contribute to the development of the Bydgoszcz IT community, thanks to which the City hosts numerous meetings and workshops for specialists in this field. These activities are often supported by the City authorities, BARR, or Bydgoszcz universities, and probably the most important joint venture is the annual, technical conference “bITconf”, which brings together a group of over 500 participants. – Such opportunities for the development of knowledge and skills, without the need to travel to larger cities, allow not only to educate, but also retain students and specialists who are so needed by the new technolo gies industry – emphasises the initiator and organiser of “bITconf”, Wojciech Oczkowski from IT Kontekst. This view is also shared by the initiators of another Bydgoszcz “IT Women” conference, organised for three years by Nokia in partnership with BARR, which promotes exact sciences and information technology among women, and shows them the opportunities for professional development in the modern technology industry. These activities are recognised in the local IT environment. – In our opinion, such initiatives are of great importance for the development of the labour market in the region and we are glad that the City of Bydgoszcz and BARR are patrons of such industry events – comments Tomasz Woropaj from the Cybercom branch in Bydgoszcz. He also points out that in the times of the employee market, in his organisation Employer Branding has become an indispensable tool to search for candidates who will find themselves in the company culture and tasks entrusted, while enjoying satisfaction from everyday work. – We attach great importance to the opinions of our current employees about the company and to open communication with candidates. We try to participate in all initiatives where a potential employee has the chance to meet Cybercom and make sure that we are the desired employer. Currently, most of our candidates come from Bydgoszcz and the Kuyavian-Pomeranian Voivodship, but we are convinced that the dynamic development of the City, also in terms of office infrastructure, will also allow us to attract talent from other cities – emphasises Woropaj.

Not only large foreign corporations with branches in Bydgoszcz, but also native companies that are successfully developing their business here, are taking care of Employer Branding. – Every day through Employer Branding activities we disenchant the perception of the Contact Centre industry – says Paulina Trzaskowska from the Marketing Department of the Media System company in Bydgoszcz. – We implement our ideas at the stage of the employee’s onboarding process. Our goal is to safely and pleasantly introduce a new employee to our community, because it is the “#MediaCity Community”

that is the key to building the organisational culture of our company and directly affects its positive perception by current employees. The second key activity supporting internal motivation is gamification on many levels. In addition to competitions and company events, our Loyalty Program for employees gives measurable effects in the form of reduced employee turnover and posi tive results of satisfaction surveys – adds Trzaskowska. At the same time, in addition to aspects related to internal communication, integrating and motivating employees, she emphasises the importance of location and creating a friendly work space: – Changing the location of our headquarters to one conveniently located in one of the most modern buildings in Bydgoszcz was a hit for us. Such a move resulted in a huge image jump. The carefully developed idea for the appearance of the office was closely related to the very well designed strategy of “#MediaCity”. It represents an idea of Activity Based Workplace, giving energy to space for different generations and characters – concludes Trzaskowska.

FRIENDLY SPACE FOR WORK, LIFE AND DEVELOPMENT In recent years, the office property market has been developing very dynamically in Bydgoszcz. Completed and planned developers’ investments give Bydgoszcz a lot to offer to potential tenants. The amount of available office spaces in the City already exceeds 108,000 m 2 , and another 82,000 m 2 are under construction and at the planning stage. To encourage developers to further invest in modern office spaces, the City authorities have introduced, among others, special real estate tax exemptions. New office buildings attract investors with a high standard, location in the City Centre, easy access to public transport, as well as numerous technological facilities, or the possibility of arranging space according to individual expectations of even the most demanding tenants.

This is not without impact on the attractiveness of jobs, offering increased comfort to employees. Another local company Rotopino.pl has recently focused on that aspect as well. – Our organisation can be a great example of how ambitious people and a favourable environment can affect business development. From a company of just a few people, founded in Bydgoszcz 20 years ago, we have become a dynamically developing jointstock company. From a Polish city whose name cannot be pronounced by most Europeans, through our online stores in 8 countries, today we reach customers across the European Union – Paweł Sznajder, CEO of Rotopino.pl SA, shares his insights.

– At the current stage of development, we focus our attention not only on sales results, process automation, or increasing the quality of customer service, which are determined by the demanding e-commerce market. We attach more and more importance to the image of our company, especially as a reliable and attractive employer on the local market. For this and other reasons, we decided to relo cate our headquarters to one of the most modern and prestigious office buildings in Bydgoszcz – Arkada Business Park. When arranging a new space, we decided to use the support of local specialists in the design of friendly office spaces, wanting to provide the highest possible comfort to our employees on a larger area and, what is important, in an office well-connected to the City Centre – says Sznajder. He also draws attention to another important issue: – I see Bydgoszcz primarily as a City of open and creative people willing to build and develop local business. It is they who make many different aspects of the City change for the better. Personally, I find here a high-quality space for work and recreation – a good place to live.

This is a common opinion – Bydgoszcz with great commitment makes sure to be a city where work-life balance is a very important aspect. In its strategy of creating a city that is both business – and life-friendly, Bydgoszcz focuses primarily on sustainable development and implementation of “smart city” solutions. Its offer attracts a growing number of investors and tourists, and at the same time remains a friendly place for residents, with a rich cultural, sports, or entertainment offer. It is also the most “green” city in Poland, with numerous parks and forest complexes, the largest city park in the country, which is Bydgoszcz “Myślęcinek”, or the charming space of the Mill Island – a green enclave located in the heart of the City. On the banks of the Brda River flowing through the centre of Bydgoszcz, you can get healthy relaxation and posi tive energy. Many events are held here to attract locals as well as guests from around the world. Next to the bustling main streets and squares, in Bydgoszcz one can also find a lot of quiet side streets and alleys, offering unique places. These include alternative cafes, small pubs with local breweries, restaurants serving delicacies from various corners of the world, Art Nouveau architecture, or unique museums related to the industrial history of the City.

Everyone in Bydgoszcz has a chance to find something for themselves – and when choosing a place to work, such aspects remain almost as impor tant as the conditions of employment or the opportunities for further career development offered by local employers.

More information:

4C Unii Lubelskiej Street 85-059 Bydgoszcz Phone: +48 52 585 88 23 e-mail: barr@barr.pl www.barr.pl