Developing Rosatom's talent with a new employer brand
We developed the RECORD system for Rosatom, one of the leaders of the global nuclear technology market, which brings together more than 360 enterprises and organisations across the entire country.
At the time the project was launched, the RECORD system existed only as a set of internal management processes; it later became the connecting link in the industry chain across the whole country.
Today Rosatom, heir and successor to the Soviet technological elite, strives in every aspect of its work to embody the principle of intelligent human capital management, building a system that brings out the very best in every employee. At the time the project was launched, the RECORD system had existed for a year and a half as a set of internal processes for managing employee performance, training, career development and recruitment of new specialists for the Rosatom State Corporation; however, it faced a number of problems with clear communication and conveying its value to the entire workforce.
We examined the internal target audience groups, including rank-and-file employees and skilled workers, HR departments, line managers and the top management of the State Corporation, as well as external groups, including students and job seekers from the industry.
We found that within each process an employee interacts with their immediate manager, while the management vertical, in turn, shapes development plans for all subordinates. Each employee's profile contains all the necessary information demonstrating their achievements, level of education and career growth plans. A transparent assessment system allows the very best employees to stand out and be visible to managers, ultimately forming the industry's talent pool.
Beyond this, important aspects of the system are its regularity and the ability to plan ahead, which makes it possible to avoid a situation where a critically important position within the company remains vacant when an employee is promoted. Based on these findings, the positioning strategy for RECORD was formulated, the specifics of its communication were defined, and an understanding of contrasts and consumer associations emerged.
Rosatom strives to uphold its reputation as a global industry leader and a "knowledge company", providing opportunities for self-fulfilment and consistent development of every employee in line with their talents. The RECORD system is positioned as a "meritocratic elevator" within the company, enabling the most gifted and ambitious employees to plan their careers. It serves both for advancement up the vertical career ladder (the "iron law of meritocracy") and for strengthening and developing internal horizontal connections. The brand's core competence: supporting decision-making related to human resource management at the Rosatom State Corporation.
RECORD is a mechanism for finding, assessing, training and promoting talented specialists, ensuring the timely renewal of employees at all levels of the Rosatom State Corporation's hierarchy.
The system's main verbal attribute became the slogan "The right people at the right time". The other text materials set out clear rules and describe algorithms common to everyone, aimed at stimulating a continuous process of employee development. Thanks to the diagrams and visualisations, every employee can immediately see the requirements they need to meet to reach the next level, then plan their next career step and choose the tools that will help them realise their ambitions.
To create a unified set of communication materials, we needed to develop a logo for the RECORD system that reflects the technocratic character of the corporation, as well as symbols for the individual processes that make up the system. Stylistically, they had to be intuitively understandable not only to State Corporation employees or HR specialists, but also to workers at enterprises in every corner of the country. Process posters were chosen as the main touchpoints; they will subsequently be distributed to all enterprises in the industry, revealing the multi-stage nature of the RECORD system.
