"Reducing costs": who in the Kama region is under the threat of dismissal?

The first thing that large companies began to get rid of during the crisis was the rates of pr-specialists and entire marketing departments. Analysts at HeadHunter are already citing disappointing numbers on supply cuts in these vacancies.

Many large companies, including those in the Perm Territory: Sberbank, R-telecom, Promobot, Perm Motors, have suspended the hiring of positions for an indefinite period: analysts, marketers, designers, as well as vacancies related to product promotion. So far, only isolated cases are known. For example, in the Perm division of Sberbank, they clarified that now they continue to attract new employees only to those divisions that ensure the uninterrupted operation of services for customers.

“The share of such technical specialists in the company is 60% of the total number of employees,” Sberbank said.

Sberbank also added that almost all Russian banks have now launched similar measures to restrict hiring. Now they are reviewing their budgets and optimizing opportunities for the current state of the market and for their changed economic indicators.

Meanwhile, HR specialists have already noticed a trend in the outflow of PR specialists. According to Anna Osipova, HEAD of the HeadHunter Ural press service, the number of active vacancies for specialists in the field of marketing and advertising in March of this year decreased by a third compared to February. This is a fairly noticeable drop, the specialist notes. Now only about 460 offers are available to professionals from these industries in the Kama region.

“We recently conducted a survey among employers and asked if, say, they fire some employees or plan to fire them in the near future, then what are these roles, what kind of specialists are they? And among those companies that have any layoffs in their plans, 16% say that they are more likely to be ready to fire marketers, advertisers, and so on,” Anna Osipova, HeadHunter Ural press officer, said.

At the same time, 12% of companies focused on further work in the region, on the contrary, said that they would like to open additional positions for such personnel in the current conditions. At the request of RBC Perm, marketer Olga Korionova identified the main behavioral models of company executives in a crisis in relation to employees of PR departments. The most frequent scenario is characterized by budget cuts due to cost optimization of the enterprise. Designers, PR people, exhibition organizers, due to temporary lack of demand, are taken to a shortened working day, a short week, or to a remote location.

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«Как бывший работник крупных предприятий, переживший несколько кризисов. Да, всё это делалось и всё это внедрялось именно с точки зрения уменьшения затрат на персонал в тяжелое для компании время. Руководители, бюро руководителей отделов всегда остаются на местах и работают ровно столько сколько положено было им работать до кризиса, а иногда даже больше», – говорит маркетолог Ольга Корионова.

However, here no one has canceled such a factor as seasonality, the specialist notes. It is present in almost every product. For example, now, with the onset of spring, an active season of sales of suburban real estate and goods for active and country recreation and work has started. This is exactly the case when companies need to increase or at least keep their advertising budgets at the same level. An even better promotion option could be to outsource marketers from large companies. They can set the desired vector for promoting sales in a crisis.