Employees are jumping ship if organizations do not deliver on their EVP. Here’s how to evolve employer brand to meet today’s standards.
By Zee Johnson
What workers want and the way they think has changed, especially after COVID-19, which transformed many peoples’ lives and career paths. While some have decided to quit their jobs and join the candidate pool amid The Great Resignation, others chose to leave the workforce altogether and pursue family or personal goals. According to LinkedIn’s 2022 Global Talent Trends report, in August 2021, a record 4.3 million workers quit their jobs—and that was just for that month.
For those who remain in the market, they have the luxury of having multiple job opportunities at their fingertips. If HR leaders didn’t already know, it’s an employee’s market and today’s jobseekers aren’t shy about demanding what they want and holding out for the right company to come along to fulfill their requests.
With this, organizations must be able to adjust with the times and meet candidates where they are if they want to attract key talent. More importantly, they must have an authentic and encompassing employer brand, one that focuses on a healthy and progressive culture.
The LinkedIn report found that there was a 67% boost in engagement when a company’s post mentioned their culture. Different topics became popular between 2019 and 2021, including a 15% uptick in LinkedIn posts surrounding company culture, a 35% increase in posts covering well-being, and a staggering 362% increase in posts that talked about flexible work. From this insight, companies may want to tailor their messaging to what workers are saying they want. The report suggests three ways to evolve employer brand.
1. Start by listening. Who better to give feedback on company culture than current employees? Distribute surveys and have listening sessions where employees can be open and honest about current efforts.
2. Be ready to maneuver. If employees want certain things, but the organization has catered to other needs in the past, then it’s time to change the messaging. Employees stay where their needs are met and valued.
3. Get leaders involved. It’s important for leaders to talk openly and proudly about how amazing the company culture and brand is. If the executives who have first-hand experience with culture aren’t talking, how will it be reinforced?
To recruit the best, leaders are pulling out all the stops, but it is important to preserve the essence of a company’s culture and brand while ensuring it evolves.