November 7, 2022
Employer brand is becoming more and more important in corporate strategy. The company’s recruiting and retention challenges require rigorous work in this area. The complex years that we have just experienced have profoundly changed the way the company operates and the relationship with the work of those who work there. In this context, several central elements appear. What are the challenges and how to overcome them?
The employer brand: recruiting lever
On the one hand, the term Employer Brand covers the image of a company as it is perceived from the outside. This leverage is essential in the company’s recruiting policy.
Candidates are now looking for new key information:
- Telework opportunities
- Organization of the recruitment process
- The company’s CSR commitments: values defended by the company
- Work philosophy
- Internal and external training opportunities
In all these elements, the notion of commitment has become fundamental. Establishing true business purpose has become essential in attracting new talent. The social, social and environmental impact shown by recruiters is a determining factor for future employees. The notion of meaning in the exercise of one’s professional activity now goes beyond the old criteria of stability and salary level. Employees need to feel invested in a facility that increasingly shares their values and concerns.
Secondly, the historical need for stability is now being replaced by the imperative certainty of being able to evolve and grow within a company. The prospects for advancement and transformation of positions must be clearly established to attract new employees. At the same time, a clear training policy is useful to ensure professional development opportunities. Work is no longer considered, in the vast majority of cases, as a set of immutable tasks determined by one’s competence. Skills are designed to evolve and offer new opportunities for advancement or more radical transformation of tasks. Offer ever wider and more diversified choices to its employees and ensure their interest in a position. The latter must be part of a dynamic and let its future evolution manifest to become desirable.
The employer brand: a pledge of loyalty
The employer brand is also an important lever of commitment within the company. The employee experience has become an essential loyalty tool, right from the onboarding stage.
First of all, recognition as a special person to whom the company pays attention is decisive for the new employee. Through a quality integration policy, the person will feel recognized and will invest more quickly and effectively.
Secondly, involving employees in the insertion of new hires is a winning bet in terms of team cohesion and the creation of emulation, complicity and positive dynamics.
Pursuing this policy with the help of a rich corporate culture that supports listening, creativity, uncensored expression of ideas and constant innovation is a guarantee of loyalty.
Acting on the creation of meaning in work is also a powerful lever for the employer brand. For several years now, many employees have been wondering about the workplace in their life. Balancing work and private life is on everyone’s lips. Many employees now consider working only for employers who invest themselves and their teams in a business approach that goes beyond just profitability. CSR policy is essential. Environmental, social and social issues are taking an increasingly important place in wage concerns. Knowing how to respond, as a leader, to his new concerns becomes imperative.
In addition, there is also a strong demand from employees for meaning in the conduct of careers. The implementation of promotion policies, internal or external training and the acquisition of skills are increasingly essential. Most importantly, employees now want to be able to project themselves into the future and see the prospects available to them.
These mechanisms allow everyone to feel considered and respected in their work as individuals.
Beyond the immediate loyalty effect guaranteed by this type of policies, they quickly generate a transformation of employees into company ambassadors. Having become corporate brand ambassadors and prescribers of their company, these employees will gradually increase the company’s attractiveness, fueling a virtuous circle that is beneficial to all.
