Companies can spend a lot on their human resources without major results or improvement as they do not always align their recruitment strategy and corporate culture to the type of employees they wish to recruit and keep.
Two sets of benefits are usually considered:
Financial benefits and incentives
– Pay
– Bonus
– Health insurance
– Stocks or shares
– Pension funds
Non financial benefits
– Working culture : flexible hours and or work space, horizontal, collaboration, rewards
– Employee development plan: training development program, etc.
– Offices, infrastructures and working material
– Diversity of missions and tasks
– Perks : gym membership, transportation cards or credits
Companies believed in the right combination of financial and perks to build the right market traction to the desired talents. Developing an employment branding requires to establish the HR strategy that will define the pillars of the communications.
This HR strategy includes to work on the following aspect before being able to move forward on establishing this communication strategy.
- Understanding the Company current working culture and habits, image to candidates and employees.
- Assess their needs and opportunities to improve -> can something be changed, improved or stopped within the current process.
- Defining the type of profile the company wishes to attract and retain on the short and long term
- Understanding the type of benefits and perks these ideal talents are attracted by.
- Assessing the market and competition to define the right packages.
Historically, employees used to focus on long term objectives appreciating good pension fund or health, clear career steps and loyalty from employers, accepting lower revenues or other benefits in exchange of security and visibility.
Now Millennials are constantly on the look up for better opportunities, the most talented are not risk averse. Their loyalty is not only based on the money making potential of a job, but also the pride and attractiveness of the company name in the eyes of their community.
With the emergence of crowdsourced content management on social media and web platforms, any candidates can check the credentials of companies as potential employers – how their business behave on the market, with its employees and clients and what is their general footprint on the market.
Ambitious companies – whatever their size – cannot afford anymore to overlook their HR strategy if they wish to ease and save money on their recruitment processes.
That is to say, companies now have to « walk the talk » to convince their young talent to engage with them and participate into the process, as well as present a leverage to increase loyalty hence reducing turnover.
Then the strategy team can move forward on work the communication brief to address HR related topics starting with :
- Get adoption from the management for the needs and reasons to implement a company employment branding
- Define the relevant environments and subjects that resonate with your desired recruits and market.
- Build an internal messaging and benefit for current employees which includes their participation into the strategy – internal engagement is the most powerful recruitment tool.
- Set up the company external communications channels
- Develop a dashboard presenting the relevant KPIs of the business for HR communication to pilot the strategy.
We are happy to provide you more guidance on the preparation and the implementation of your employment branding. Contact me anytime.
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