The Society for Human Resource Management (SHRM) defines
Employer Brand
as an essential part of the
Employee Value Proposition.
It is essentially what the organization communicates as its identity to both potential and current employees. It encompasses an organization’s mission, values, culture, and personality. A positive employer brand communicates that the organization is a good employer and a great place to work.
Employer brand affects recruitment of new employees, retention and engagement of current employees, and the overall perception of the organization in the market.
A company’s Employer Brand communicates why the company is an attractive place to work. It also sets you apart from other companies competing for the same talent.
This article will look at how Covid-19 has affected job seekers’ outlook on employers and how employers can gain a competitive advantage by rethinking their Employer Brand.
“As workers re-enter the workforce, they are looking for opportunities that will match their lifestyles and plans for now and in the future." Mathieu Stevenson, CEO of Snagajob, a Richmond, Va.-based platform for finding and hiring for hourly work.
After spending months at home during a crisis, workers have never been more in touch with what they want from their work and workplace. They have new and increased expectations of their employers and workplaces. Perspective has come for many due to the severity of the crisis, the Covid-19 death toll, which now stands at more than 4 million people across the globe and more than 600,000 in the U.S. alone. Many employees either were sick themselves or had loved ones who were ill.
“We’re evaluating our lifestyle choices, our values around how we spend our time and what we want to be contributing to the world,” Jan van der Hoop, President at Fit First Technologies said. “And the truth is that there’s a huge segment of the population that has been going to work for jobs that they can do, but they aren’t excited about. Right now, there’s an opportunity for them to level set around what am I prepared to put up with even in the course of the day to day work? I think what you’ve got now is a call to action to employers to fix jobs that have been chronically unsatisfying.”
Your Employee Value Proposition (EVP) is at the core of your Employer Brand
What are the two sides of the Employee Value Proposition (EVP)?
1. The value (skills, experience, personality etc.) a candidate offers an employer.
2. The value (growth opportunities, culture, benefits, etc.) an employer offers new and existing employees.
Companies have been asked to rethink both the purpose of work and how and where work gets done. Values and priorities when making career moves have shifted.
Rethinking your Employee Value Proposition
Of course, meaningful work, career development, engaged and supportive leadership, and competitive salary and benefits remain key. But in this social, economic, and health crisis, other things have come to the forefront.
Here are some elements worth considering when refining your EVP:
Employee Well-Being
Employee well-being covers everything from mental health to work-life balance to stress management to non-traditional forms of wellness, like mindfulness or financial wellbeing. Think education on economic well-being. Think clear guidelines for your employees about when the workday ends. Think monthly “wellness days” that the entire team has off for self-care. If your company is offering these things during the pandemic, don’t retract them on the other side. Actively incorporate them into your EVP—forefront them in your messaging. Talent will be looking to see if you’ll prioritize employee health and well-being over the long-term.
Stability
It’s an understatement to say that COVID has created an environment of uncertainty. Talent will not forget the anxiety this pandemic has brought on, and the stability a company has to offer will likely be a fundamental element of career decisions for decades to come.
If you can demonstrate company stability as part of your EVP, assuring candidates that they’re not stepping onto a sinking ship—whether by revealing more about growth plans or company financials—do so.
Flexibility
Talent wants flexibility, and we’ve seen how possible it is. “That’s not how we operate” may not hold up as an argument anymore. 73% of companies who have reiterated on their EVP in light of COVID say their value propositions now include providing flexibility with remote work hours.
It’s important to remember that flexibility doesn’t necessarily look like it does in all industries where remote work is more feasible, and hourly timeframes are less rigid. Flexible scheduling for manufacturers might require creative thinking, but a few common approaches include task-oriented work schedules, breaking up traditional 8-hour shifts, or staggered shift work.
Corporate Social Responsibility, Mission, and Values
Philanthropy, ethics, and a sense of purpose fall under this category: the emotional or “heart element” of your EVP. As the boundary between our work lives and personal lives has shrunk, it’s as essential as ever for workers to feel aligned with the mission and purpose of the companies they work for—your (and their) “why.”
Diversity and Inclusion
Nearly 60% of companies that revised their EVPs this year emphasized diversity, inclusion, and belonging initiatives. Do you have diversity initiatives in place to bring underrepresented talent into your company? Are underrepresented employees being promoted at the same rate as their majority peers? Whatever platforms you are sincerely using to give light to social justice issues, make those efforts visible whenever possible.
For too long, a sense of complacency has set in among many businesses who built their employer brands on the assumption that employees either will want to work for them because of their reputation or, in some cases, because they have no other choice.
While the pandemic has closed doors, it has also opened new windows of opportunity, leaving workers more engaged and energized about their careers than in previous years. The future may be unknown, but it holds the chance for people to grow, rethink their priorities, and reflect on what they want their professional lives to look like in the long term.
Consider rethinking your Employer Brand to attract and retain those looking for new career opportunities, flexibility, and stability to grow and increase their value can make them more viable for the future, which may help employees stay longer.
At Workplace Talent Solutions, we help HR professionals solve the challenges they face with their entry-level employees. If you want to learn more about how you can make your entry-level employees more viable for the future, or if you could use some help identifying some strategies and resources to sort out whatever is keeping you up at night; we want to help! Schedule a free, 30-minute “Strategy Call” with us at this link:
https://calendly.com/workplacetalentsolutions/30min.