It's not a new concept; many were aware of its existence but under different names. We haven't just invented it now, but, somehow, it hadn't been given the attention it deserved until now. Welcome to Employer Branding!
Perhaps the economic recession delayed what already seemed inevitable years before: in the global world, the need for companies to grow could only be satisfied by attracting and retaining people with the right skills. Now, what we call the 'war for talent' is not just a concern for Recruitment Technicians struggling to find the professionals in demand, but top executives of companies are starting to implement initiatives that turn their organizations into entities capable of attracting the best professionals. Each company will have to build its own strategies for this, as there's no one-size-fits-all solution.
One thing is clear: the era of empty declarations of intent, in which HR tried to associate the company's image with friendly corporate values, is over. Employees must feel that we are investing in them, and this can only be achieved if development policies are translated into concrete initiatives.
The unique seal that every company desires is one that ensures employees are happy at work from day one, that they are committed to their tasks and their team, and that they identify with the company's objectives. In summary, they won't even read the job offer emails they receive!
From the moment a person applies as a candidate in our selection process, we should ask ourselves: what can we do differently from the competition to make them choose to stay with us? What if we let them share their opinion on how well-prepared they feel for the job? What if we ask for their feedback on the recruitment process and how we can improve it afterward?... Of course, the image they project of us as employers will be positive, whether or not they end up joining us.
But when we hire a new team member, we can do much more to strengthen their connection with us. Providing them with the Welcome Manual (which is also due for an update...) is not enough; we can make them feel like part of the team from their first week at work: What if we sent them a questionnaire to enrich us with their new ideas before they adapt to the usual way of doing things? What if we implemented a 360º feedback system to guide their professional development continuously and give them a voice, even if they were the last to join?
For employees who have been with us for years, retaining their loyalty and reigniting their passion for their work requires specific actions; motivational speeches are a thing of the past. Employees want more flexibility in their work, transparent management, recognition of their contributions, and less time spent on manual tasks that technology can now handle (everyone knows what digitization is, and no one wants to give it up).
New professionals need new environments with new values. There are factors that foster more commitment than salary. Boredom and a high-pressure job in which employees don't feel engaged will be signs of trouble within the organization. Vibrant workplaces where employees are productive have made a comeback because they love what they do, can be themselves, utilize modern tools to make their tasks easier, and have managers who allow them to express themselves and help them avoid professional stagnation.
Employer Branding is a blank canvas that allows companies to innovate in all their internal processes, with employee well-being at the core of decision-making. Don't let your people feel the same about being in your company as they do anywhere else!"