Developing a healthy environment for workers is one of the main objectives of the “Employer Brand” strategy, a term translated into English as Employer Branding. After all, attracting and retaining talent are two premises of this strategy. But how to provide this environment and keep employees motivated during a crisis, such as with the recent layoffs around the world?
To answer these and other questions, we will bring some insights and trends in Employer Branding in 2023, moving away from practices that have fallen into disuse in this area that grows every day, even with home-office work.
What is Employer Branding?
Popularized in the 90s after the publication of an article written by Simon Barrow and Tim Ambler, references in management consultancy, the term Employer Branding is used to refer to a strategy that combines brand management and people management so that the company’s reputation company towards employees and new talents.
Through the development of professionals, in addition to the creation of actions aimed at valuing the company’s human capital, it is possible to attract and retain talent in an increasingly competitive job market.
For example, if, on the one hand, one of the objectives of the communications and marketing sector is to create a good brand perception among customers, the main objective of Employer Branding is to create a good brand reputation among new talents looking for a job opportunity. After all, around 96% of professionals research the reputation of a potential employer before accepting a job offer.
It is important to remember that there are some very valuable benefits for the company that applies Employer Branding in its operation. A strong employer brand can reduce recruitment costs by up to 43%, according to research led by LinkedIn. Furthermore, it is possible to attract more qualified candidates, making the brand more attractive to the target audience.
However, anyone who thinks that this strategy is applied only in the recruitment and selection process is mistaken. When the professional is hired, a second phase of Employer Branding is applied so that this talent grows together with the company, yields good results for both parties and contributes positively to productivity.
3 ways to keep employees motivated during a crisis
As a manager, it is inevitable that at some point in your professional career, you will have to deal with a crisis within the company, whether temporary or long-term.
Communication with your team in more critical times can be a challenge if not well managed and it is extremely important to know how to keep employees motivated during crises so as not to lose your team’s talents.
Create true connections with people in the company
The feeling of being deceived is one of the worst we can feel, including in a professional context. Therefore, transparency is essential for there to be trust in the relationship between brand and employee. Obviously, there are confidential issues, but it is important to recognize and validate employees’ feelings so that this connection is truly established and your team has confidence in you.
Furthermore, highlighting that unforeseen events and problems happen is essential. At this moment, what differentiates a good employer brand from a common company is the way managers conduct feedback and understand the best way to deal with adversity, identifying errors to repair them with the collaboration of the team involved.
