In this context, it is essential that employers generate trust and transparency, building a more flexible and diverse work environment than they ever imagined. In addition, they must carry out actions that allow them to be consistent in order to sustain the business over time.
It is here where the employer brand comes to fulfill a fundamental role. Companies must offer a value proposition that provides a sense of purpose and well-being and promote the commitment of the people who make it up, making them feel proud and carry their job satisfaction as a standard.
The image offered by a company to society in general is becoming increasingly important, but it is essential that there is consistency between the actions and the messages transmitted.
There are certain points to keep in mind when working on the employer brand:
First of all, we must ask ourselves what we are offering: it is important to be attractive enough for the talent we need, considering their preferences and market trends. Along these lines, we know that 2 out of 3 employees want to work for companies with values similar to theirs.[3]. So, what is the profile of candidates that we want to attract? What is it that they privilege? The answers to these questions will help us attract the professionals we want.
In turn, people want to invest their time in companies that act responsibly with their stakeholders: global citizens, community pillars, and the environment. That’s why, in this era of talent shortage, the best employers will find that if they don’t invest in and evolve their culture, they will have difficulty executing their strategy and will have to prepare to lose talent to employers. others that will.
Secondly, we must consider that companies are already changing from a traditional approach to a new paradigm in which work environments become truly inclusive and open communication is practiced that guarantees the well-being of all people. In this sense, there are three essential pillars: diversity, inclusion and creation of innovative work environments.
Committed collaborators have an impact on greater productivity and better results for companies and are the main ambassadors of the brand because they are the ones who live the organizational culture and are responsible for creating trust and credibility outside the organization. They have the ability to convey the values and social and professional benefits of the company. The employer brand is lived and shared in all possible spaces, mainly in digital media. This, today more than ever, is essential: in times of social networks, the organization will be talked about at all times.
In this framework, for the collaborator experience to be satisfactory, we must focus on making it unique and unforgettable, generating a sense of belonging and commitment. From the boarding, the proposal to the candidates must reflect the purpose, the culture and the way in which it is lived.
Undoubtedly, the new generations have become stronger over time and are increasingly demanding with companies. They are attentive to the way they make decisions, demanding coherence between their actions and statements. It is vital that organizations focus their value proposition, showing themselves as they really are, highlighting those characteristics that make them truly unique and that can mean that the talent they need so much chooses them for their development.
Director of Talent Solutions and People & Culture of ManpowerGroup Argentina.
Source: Ambito
