Even though the labor shortage is not as severe as in recent years, companies still need to pay close attention to their employer brand to attract top talent. Here’s an overview of the latest trends in this area.
An effective employer brand has a dual ambition: it must resonate authentically within the company and effectively speak to the target audience in the recruitment market. In short, building a strong employer brand is key to attracting and retaining talent in a competitive market.
In this article, we will attempt to list a few emerging practices.
1. Consider Employees as Micro-Influencers
As discussed in this article about Jean-Luc Sanscartier at Google, the best ambassadors of an employer brand are naturally the employees themselves.
The majority of companies overlook one of the best “free” sales and recruitment tactics: encouraging employees to talk about the company’s products, jobs, and culture on LinkedIn. (…) Worse still, many large companies have so many rules to limit the risks of information leaks or reputational damage that employees don’t even dare to write about what excites or motivates them at work. It’s absurd to stifle the company’s best salespeople and recruiters this way,” said an online marketing specialist.
In a recent article, the email signature solution provider Letsignit also sees this as a growing trend in the coming years. Gone are the days when management sent corporate messages for employees to post on their networks. Today, the best way to leverage employees’ influence to spread and amplify company communication is to support them in creating their own content, whether on LinkedIn, YouTube, Instagram, TikTok, or Facebook.
By recognizing the potential of employees as micro-influencers serving the employer brand, companies can share increasingly authentic content aligned with candidates’ expectations,” the firm states.
2. Emphasize Transparency
This trend is not new, but it will continue to grow. In a world where information can be shared with a click, transparency is a cardinal value for strengthening an employer brand. Salary grids, benefits, recruitment processes, career paths, working conditions… these are all elements that should no longer be taboo, either internally or externally.
According to a survey by Ipsos published at the end of last year, 75% of job seekers consider the transparency of a company’s culture important when applying, and 60% of employees want more transparency in professional development, while 53% seek more transparency in working conditions.
3. Equity, Diversity, and Inclusion as a Strategy
According to a study by BVA People Consulting/AFL Diversity published last year, nearly half of employees (41%) would be willing to resign if their company discriminated against a colleague or if they disagreed with the values promoted. This risk of conscious resignation, a concept coined by former Unilever CEO Paul Polman, is becoming increasingly significant.
According to a report by Paul Polman, nearly a third of employees would be willing to accept a pay cut to work for a company that shares their values… And the younger the respondents, the higher the percentage!
Including social and even environmental responsibility issues in the employer brand strategy seems increasingly non-negotiable.
Discover our trainings :
training.isarta.com 
