Employer Branding – Recent Advancements in the Covid Era

What efforts can employers take to be aware of and improve how they are seen by potential employees during these challenging times when employee churn is on the rise? How are firms rethinking workplace branding?

Today, the concept of branding extends beyond the fundamental corporate product. Today, one of the most essential parts of a company’s overall brand recognition is its reputation as an employer. A company’s hiring and employment practices and policies are being scrutinized more than ever before. As businesses attempt to develop links with their communities, their employees act as their most visible ambassadors. Online portals for rating and reviewing employers have grown in popularity in recent years, and they have become an essential tool for candidates to evaluate potential employers. Employers are reviewed using the opinions of former and current employees on these platforms. According to one study, participants who saw a positive review were more likely to apply for a job at that company. Employees can be used as figureheads for the company, which is also an important part of a company’s brand value as an employer.

In this article, we will look at some of the steps that businesses are taking to optimize their brand value as employers.

During the pandemic, the shift to remote working was a key adjustment. Out of necessity, many firms have had to make the switch to allow employees to work from home. Many firms, however, have been sluggish to adapt, requiring employees to travel to work despite terrible weather conditions. Companies that allow their staff to work from home are instantly regarded as progressive.

While remote work grew increasingly popular following the epidemic, flexible working has been gaining traction as an important workplace opportunity to hire the finest people since before the outbreak. According to a Werk survey conducted in 2018, 50 percent of employees would consider changing jobs if they offered more flexibility. Furthermore, according to LinkedIn’s Global Talent Trends 2019, there has been a 78 percent increase in job postings on LinkedIn that includes work flexibility. As organizations become more aware of individual employee needs and recognize that different people function differently, adjusting working practices to provide needed flexibility is becoming a vital component in helping organizations become employers of choice.

As the globe has gotten more sedentary, social media has become an essential platform for people to engage with those outside their four walls. Companies have realized this and intensified their own social media operations to promote not just their main business but also to provide viewers a glimpse into their new working environment. Companies may develop a relatable, real, and approachable employer brand by interacting with their existing and potential talent pools via social media. Furthermore, these platforms have been leveraged by businesses to cast a larger net and obtain access to previously inaccessible pools of remote talent.

2020 emphasized that people are the most essential resource for any firm by providing a solid support network to employees. Despite its initial attractiveness, WFH has had an almost devastating effect on labor.

According to a study on employee mental health, over 41% of respondents reported that their mental health had declined due to the pandemic. Recognizing this, companies have not shied away from going above and beyond to help their employees. Employers who prioritize employee well-being and happiness have a significantly higher chance of attracting the finest employees, whether it’s altering existing health plans to include mental health support, adding COVID relief, or even expanding access to mental and physical health help to the workforce.

The worldwide community has also evolved, and formerly silent individuals have been allowed to join, learn, be heard, and lead in the workplace. Companies are no longer allowed to discriminate based on race, gender, political beliefs, socioeconomic status, sexual preference, or any other factors that allow for privilege and bias based on perceived identity associations. Companies that make these adjustments and hold these talks voluntarily, rather than because the law compels it, stand out.

The previous year had been difficult due to the pandemic, but the broad variety of social issues around the world forced all of us to focus and re-evaluate their perspectives on these issues, and some employers and leaders stepped up in this hour of need, vindicating their commitment to the community they serve.

Businesses must be aware of their reputation at a time when the workforce and workplaces are being changed and talent is regularly shifting between positions. For attracting and keeping top people, a robust Employer Branding strategy is required.