The shortage of labor, or rather the lack of qualified specialists, was a familiar state-of-affairs in the 1990s. In fact, it was the year 1997 when McKinsey spoke for the very first time of the now much-quoted expression “War of Talent”. Organizations recognized the need for building an attractive employer brand to win this talent war. This was only possible if the brand was transmitted to the outside world. At that time, print media became really popular. 10-15 years later, career sites and job portals started to attract desired profiles for the companies.
As 2019 is going to end soon, employer branding is taking a new shape. You need to ramp up your employer branding efforts for 2020 following the latest trends. Let’s explore these trends that will help you recruit and retain top talent in your organization.
More Co-operation Needed Among Internal Stakeholders
According to a recent survey conducted by Universum among 2000 HR professionals and CEOs, it was found that co-operation is needed among the employer branding stakeholders such as recruitment/HR, marketing and CEOs.
CEOs, HR and other internal stakeholders responsible for employer branding must come together to take accountability for employer branding efforts. Greater co-operation is needed among internal teams to bring the best employer branding efforts for attracting and retaining the best talent.
Rethink your Existing Employer Branding Strategy
Employer branding objectives for organizations will change in the next five years. Most of them will start focusing on long-term thinking and will show a greater interest in building a talent brand at the global level. This will include research to understand what employees are sharing, thinking and feeling about their work, their employers and their efforts.
The companies will increase their spending on these talent branding efforts to target the potential candidates across different social media platforms.
Circulating the EVP Internally within the Organization
The Employer Value Proposition (EVP) is still not pervasive at the organizational level. Over 60% of organizations across the world do have an EVP, but it doesn’t seem to be well known within the organization. In fact, in many cases, top leaders barely know that it exists.
To improve employer branding efforts, the organization needs to activate their EVP throughout its internal population. This will enhance engagement among current employees. When an employee is reminded of the benefits and satisfaction of working with you, he/she might refer other great talent to your organization.
Measuring the KPIs and Reducing Spent on Odd Strategies
The top 3 KPIs (Key Performance Indicators) used today are all inward-facing and include average retention, employee engagement level, and new hire quality. External indicators like rankings and brand perceptions are also ways to measure external employer branding efforts.
Social Media will Remain the Top Digital Channel to Maximize Results
People spend most of their time on social media platforms like Facebook, Instagram, LinkedIn, and other popular platforms. At present, social media is the most important employer branding channel for the organizations, followed by career sites.
Social media will continue to influence your company’s reputation as an employer. The more you spread the word, the better will be the chances of attracting top talent. Using social media for employer branding is poised to grow by 70% in the next five years.
The Bottom Line
The sole purpose of employer branding is to form a perception of an authentic, distinct, credible, attractive and consistent employer brand. It’s critical to anchor brand in the actual identity, value, and culture of the organization. It will secure a higher level of internal and external engagement and ensure better success of the business at large.
Read more: Branding (and Rebranding) Basics
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