Trends in Employer Branding
Employer branding is a constantly evolving practice, shaped and reshaped by the shifting expectations of job seekers and the ever-changing needs of your business. In fact, our experts advise reviewing and updating your employer brand once every few years to make sure it still reflects your company’s value proposition.
Just look at some of the most recent trends shaping employer branding, some of which you might have already integrated into your recruitment marketing strategy:
The Generational Divide:
A new generation of workers is entering the workforce, and they bring new opinions and expectations of their employers. Attracting Gen Z requires being upfront about company culture, environmental responsibility, and your company’s non-financial offerings. This younger generation cares deeply about growing within their careers (though they are less tied to the idea of growing within one company) and want to gain the skills to be able to do so. At the same time, companies must balance the needs and desires of older generations. Millennials may care more about remote flexibility as they have young children at home, while Gen Xers and Boomers may expect greater health and retirement benefits at their career’s sunset. Balancing all of this means understanding your employees on both a macro and micro level, which can be far easier with experts involved.
Belonging:
With everything that has happened in the diversity, equity, and inclusion space in the past four years, many leaders have become apprehensive and often paralyzed when it comes to moving DEI initiatives forward. However, it is still imperative to create a workplace that makes differing perspectives and diverse ways of working a priority. Building a culture of belonging, in which all workers feel welcomed, is a challenge, yes, but with the right employer brand partner, you can build it into the very DNA of your company.
Skills-Based Hiring:
The tight labor market has prompted employers to rethink the way they approach hiring, even leading to questions of what is a necessity for any given position. This has led to a rise in skills-based hiring – the practice of hiring for the candidate’s skills rather than degrees or accolades. This directly impacts employer brand, as you have to curate a culture that is accepting of all backgrounds and unique problem-solving initiatives.