On the 13th of September I was invited to be part of an employer branding panel at the Art of Work for it’s first live event in Amsterdam, the Netherlands. Hosted by Homerun and Spaces this event hit the right note in topic, surroundings and audience. Simply put: a great event! NRC wrote an article on it and this blog is the English recap of that article. Enjoy.
On Tuesday June 26th I spoke at the employer brand event in Veenhuizen, near Assen in the north of the Netherlands. Veenhuizen? Never heard of it. Me neither! But when I arrived after a 4.5-hour train journey, I landed in a truly beautiful area with a lot of history (known from the National Prison Museum, typical housing and wide green terrain). I was really surprised.
We read about it regularly in the paper, online and through research papers: our jobs are disappearing due to technology! But we also learn through research that technology creates new jobs. Be as it may, technology has an impact on our society. In fact, it is the biggest trend today and in the future. And with that said, it also has an impact on your employer branding- and recruitment strategy and -communications.
By working overtime, companies are able to tackle labor market shortages for a while but they won't be able to sustain it for long time. You will have to look for structural solutions for your staff shortages. Longer term solutions such as employer branding are suitable for attracting new employees and retaining current employees, but the art is also to avoid the dropping out of current employees at all times.
Job offers that are posted along the guidelines of ‘post and pray’ don't work anymore in 2018. Nowadays, employees want to know what kind of organisation they're possibly going to work for and look for the right culture that fits their personal brand. So when you're thinking about formulating your job offers, please use the following 5 tips as guidelines to make sure you'll be able to land the right employees for your organisation.
As an employer you want visitors to get a taste of your organisation via your career site or via other digital channels where you are looking for talent. An excellent way to do this is to publish a short quiz with questions, in which you, as an employer, pack the core values into questions presented to the visitor. In other words, you are going to see if the potential candidate fits your cultural values. Personally I am a big supporter of Interact: a handy online tool where you can build quizzes, giveaways and polls in no time.
Smart employers understand that you should not only offer attractive employment conditions. Employees are looking for a company where they receive attention as a person, where they are not considered a number. Employees can choose where they want to work and with whom, especially in times of economic growth.
The global labour market is changing. The economy is growing and the war on talents is on. Employees won and recruitment alone does not work anymore. Employers need to use employer branding to achieve their goals, but how? As of today, the book 'Boost Your Employer Brand' is available to give new insights into the topic employer branding.