A few years ago, particularly before Millennials made up more than 50% of the corporate workforce – number based on the study Unraveling the Habits of Generation Y in Brazil carried out by Itaú BBA, the set of mission, vision and values of an organization, many times, was just a sticky paper by the offices. Today, this positioning is essential for new talents to make the decision whether or not to join a company and, therefore, is responsible for guiding the actions of EB – Employer Branding.
In 2021, LinkedIn released a study showing that about 75% of people research details and characteristics of companies before submitting even to apply for a vacancy, evidencing the indispensability of a EB job.
But, Employer Branding is not exclusively a responsibility of the Human Resources area. It is a process that needs to start from a management model and, therefore, can be worked together or even headed by Marketing & Communication in order to position the company as a good place to work.
I want to emphasize in this analysis that the actions need to start even before a talent crosses the doors of your new company, because it is not enough to attract, it is necessary to retain this professional. According to a survey by LCA Consultores, in the last 12 months Brazil has broken a record in terms of resignation. Of the total of 18.7 million dismissals, more than 6.1 million were voluntary.
Faced with this scenario of challenges that involve attraction and retention, the first step is to understand in-house “how does your company want to be perceived by the market?”. The answer to this question will bring clarity about what EB actions should be. This can be achieved through alignments and collection of internal perceptions, or even through the definitions already established in the EVP – Employment Value Proposition (employee value proposition).
On a day-to-day basis, EB actions can be leveraged in different ways, one of which is effective internal communication through easily accessible digital applications and platforms, which bring together the company’s main information in a collaborative, democratic, transparent and innovative way. , abandoning old methods, such as daily emails or even the famous murals that are still used in certain situations.
Still in digital, we can think of gamification with appreciation campaigns among employees, which can be introduced in a relaxed way in order to make recognition a daily habit. Or even creating an internal project of influencers who are multipliers of the company’s initiatives.
Nor can we forget the KPI’s (key performance indicators), which are responsible for guiding us and showing whether we are moving towards the results established in the initial planning. And if not, don’t panic. This is the ideal time to evaluate new initiatives or even redesign existing ones, as Employer Branding actions are not a continuous line with a beginning, middle and end, but a cycle that, when done well, can make companies unforgettable. and even irreplaceable for their employees.
Fernando Barradas is Head of Marketing, Communication and Sales Operation at Engineering Brasil, a global Information Technology company and consultancy specializing in Digital Transformation.
Image: Pixabay
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