| Why care about employer branding ? |
Years of crisis and plenty of choice when seeking to fill a position should not prevent companies to reflect on their employer brand. The time will come soon when employers from all sectors want to be top of mind again, especially when recruiting from the best talent pools.
A lot of companies have not developed a strong employer brand yet as they often think that being known for great products, size or financial strength is enough to attract the best. In a way, this is true, but it is not enough as a lot of professionals have realized during the crisis that the way you are treated as an employee is even more important when it comes to critical situations.
Corporate ethics and real people orientation will distinguish more and more great companies from just good ones when it comes to recruiting and retaining employees.
Even companies who have started to craft an employer brand realize that it takes a long time for initiatives to be translated into reality, and even longer for them to become known and valued outside the company.
To transform a good employer into a great one is clearly linked with the ability for leaders to demonstrate the values and principles they stand for, on a daily basis. Almost always, this means putting respect for employees and customers on top of the corporate agenda.
Imagine a pharmaceutical company who communicates that health and patient care are their first concern, while as an employer their employees are not treated within the same guidelines.
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It is all about values
