We all know employer branding is important, right? We've all read the same spiel on all the corporate blogs over the last few years - us millennials and the Gen-Zs coming into the workplace want more than just a good salary. We want a ping-pong table, we want to bring our cockapoo into the office and we want to plant 10 trees for every sheet of printing paper we use. While I'm slightly taking the mick, we know that how a company communicates its values externally can help it to attract (and retain) the best talent. It's forced many companies to look internally and think about what it is that makes them stand out and it's definitely encouraged CSR initiatives to come to the fore (how woke).
The Covid-19 pandemic has and will continue to put companies and their employer branding to the test. With increased social media usage, united with the need for many employees to work from home during this strange period, the repercussions of bad employer branding will hit hard. It has been forecast that the global demand for skilled workers will exceed the supply this year and that there'll be a talent deficit of around 85.2 million workers around the world.
The hunt for talent is on. To stay competitive in the current climate, you need skilled workers. And once you've managed to attract them, you have to try to keep them.
Attrition is an issue for all companies these days with several factors feeding in to it; to put it simply though, the reputation of a company drastically impacts both recruiting and retention. Evermore so, companies will be judged on how they treated their employees during the Covid-19 pandemic and I'm sure the next wave of skilled workers hitting the job market will do their digging and consider this when deciding where they want to work.
So, where to start if you don't know what your employer brand is? As this article says, in order to ensure that employer brand is authentic, you need to get to the core of your purpose and values. Otherwise, people just won't buy it. Once you've got to the bottom of it, consider an employee-first culture. Cultivating an empathetic, engaging and flexible work culture is the perfect first step for any company seeking to retain and attract talent. A ping-pong table, puppies in the office and saving the environment come next!
- Understand your organisation's core purpose and values in the eyes of your employees. - Review your internal HR processes and work culture, do they support your purpose and values? - Audit how you communicate your purpose and workplace externally. - Align these 3 to create a coherent, comprehensive employer brand.