In today’s competitive job market, establishing a strong employer brand is crucial for attracting and retaining top talent. Anna Velykoivanenko, the Global Brand and Communications Director at DataArt, understands the significance of employer branding in the IT industry. With her expertise in marketing and a passion for shaping the brand’s image, Anna has played a pivotal role in positioning DataArt as an employer of choice globally. This article delves into Anna’s responsibilities, her journey to her current role, and the factors that inspire her in her work.
Setting the Global Employer Branding Strategy
As the Global Brand and Communications Director, Anna Velykoivanenko sets the global employer branding strategy for DataArt across all markets. Her primary focus is to reach and engage potential candidates, current team members, and alumni through various marketing tools, communications, and sustainability initiatives. Anna ensures that the DataArt brand is distinctive and consistent, equipping her team to support the company’s business goals effectively. Her areas of responsibility encompass employer branding, global corporate branding and communications, as well as sustainability and DEIB (Diversity, Equity, Inclusion, and Belonging) initiatives.
A Servant Leader and Collaborator
Anna serves as a leader to a diverse team of over 70 professionals responsible for recruitment marketing, content creation, internal communications, social media engagement, media relations, PR, and events. Together, they work to present DataArt as an employer of choice, strategically reaching and engaging candidates across various markets. Anna’s inclusive leadership style fosters collaboration and empowers her team to drive the employer branding strategy effectively.
Commitment to Sustainability
DataArt’s commitment to sustainability is a significant aspect of the company’s ethos. Anna leads the Green Office initiative, which focuses on waste reduction, recycling, effective consumption, sustainable vendor selection, and supporting green transportation options such as bicycles and electric vehicles. Additionally, she champions a grass-roots initiative called “Tvii Lis” in multiple countries. These efforts highlight DataArt’s dedication to sustainable office operations and contributing positively to the communities it operates in.
Transition to DataArt
Anna Velykoivanenko’s journey to her current role at DataArt took a detour from her previous career in product marketing for FMCG (Fast-Moving Consumer Goods). With experience managing renowned brands like LEGO, M&M’s, Snickers, and Jameson, she decided to venture into the dynamic field of employer branding in the IT industry six years ago. Despite the initial uncertainty of transitioning from a well-structured corporate environment to a flat organization with a vague role description, Anna’s fears were overcome with the guidance and support of her mentor and leader, Julia Zavileyskaya, the SVP HRM at DataArt.
The Allure of DataArt
Anna’s decision to join DataArt was driven by several factors. She was enticed by the freedom to shape the brand according to her vision, the global impact of the brand, and the unwavering support and trust she received from the SVP HRM. Her ambition is to make the DataArt brand daring, fun, and approachable—a bold endeavor in the service industry.
Exciting Future Prospects
Looking ahead, Anna is excited about DataArt’s further global expansion into new regions such as Mexico and India. To effectively market the employer brand in these regions, the company thoroughly studies the local market through data acquisition, interviews with potential candidates, and collaboration with local market experts. This expansion presents an opportunity to reach a wider audience and provide individuals with the chance to transform their lives through a rewarding career.
Inspiration and Impact
Anna draws inspiration from the active feedback she receives from colleagues and candidates. The fast-paced nature of B2C marketing, specifically in the realm of employer branding, fuels her drive to create meaningful impact. Anna recognizes that by being a better employer in the market, DataArt not only impacts its own workforce but also raises the bar for other companies. The positive changes DataArt implements, such as investing in its people, caring more deeply about employee well-being, and elevating standards in communications, events, and educational initiatives, inspire others to follow suit. Through expanding into new territories, DataArt provides individuals with the opportunity to transform their lives by pursuing fulfilling careers.
DataArt’s Culture of Flexibility
One of Anna’s favorite aspects of DataArt’s culture is its emphasis on flexibility. The company fosters an environment where employees can explore multiple career paths within the organization and create new roles for themselves and their teams. Over the past six years, Anna has witnessed numerous team members donning different hats and transitioning between various roles. HR professionals have successfully taken on social media management, and individuals have shifted from back-office positions to client-facing roles. Anna herself has reimagined her role multiple times, moving from a focus on specific markets to strategic corporate brand development, sustainability, and DEIB initiatives. DataArt’s culture allows individuals to thrive and grow, providing an ecosystem where diverse talents can flourish.
Examples of Career Mobility within DataArt
DataArt’s commitment to career mobility is exemplified by the stories of its employees. For instance, one team member who previously worked in HR transitioned into managing social media for the company. This individual discovered their passion for content creation and engagement, and DataArt supported their career transition, allowing them to contribute their skills in a new capacity. Other employees have also successfully reshaped their trajectories, moving from administrative roles to client-facing positions, leveraging their knowledge of internal operations to enhance customer experiences. These stories demonstrate DataArt’s willingness to embrace talent and empower individuals to explore new avenues within the organization.
Counsel for Aspiring Employer Branding Professionals
For those aspiring to follow a similar path in employer branding, Anna offers valuable counsel. She advises individuals to be bold and maintain ethical standards. In the rapidly evolving landscape of talent acquisition, it is crucial to adapt and tailor employer value propositions to resonate with candidates. By attentively understanding their needs and preferences and meeting them where their attention lies, companies can gain a competitive edge in attracting and retaining top talent. Listening to the TA, being receptive to feedback, and adapting strategies accordingly are key ingredients for success in employer branding.
Lessons for a Younger Self
Reflecting on her journey, Anna shares the wisdom she would impart to her younger self. She would emphasize that it is indeed possible to achieve a harmonious balance between family, career, health, and personal well-being. She encourages her younger self—and others—to never give up and to persistently seek a supportive community where they can thrive. Anna’s experiences have taught her that finding the right tribe, one that aligns with personal values and fosters growth, is instrumental in achieving holistic success.
Anna Velykoivanenko, as the Global Brand and Communications Director at DataArt, plays a vital role in shaping the company’s employer brand and driving impactful initiatives. Her journey from FMCG product marketing to employer branding in the IT industry reflects her passion for creating a positive impact on people’s lives. Through her leadership, DataArt has established a distinctive and consistent employer brand, expanding its global presence and attracting top talent. Anna’s commitment to sustainability, her belief in the power of flexibility, and her dedication to listening to the TA have made her an invaluable asset to DataArt’s success in employer branding. With her guidance and the collaborative efforts of her team, DataArt continues to evolve as an employer of choice, setting new standards in the industry and empowering individuals to pursue fulfilling careers.
