Three key trends shaping Employer Branding Now

Over the last twelve months, Employer Branding has moved to the heart of marketing and corporate communications as organisations respond to the rapidly changing working environment brought about by the pandemic.

There is no doubt that the ability to retain and attract talent remains absolutely essential, so recruiters need to be familiar with the needs and requirements of the pool of people they are hoping to attract.

Here are three key trends that are shaping employer branding now.  

Adapting Your EVP

In essence, an Employer Value Proposition is the promise an employer makes to their current employees and future talent. An EVP is shaped by an organisation’s business goals, strategies and culture and it communicates what people can expect from their employer in their day-to-day working life, how they will be supported in their career and how their well-being will be protected.

Employer Value Propositions will have to adapt to reflect the new working environment and a post-pandemic world. Covid-19 has shifted what people are looking for from an employer. Some organisations have already acknowledged that remote working is now an integral element of their offering to talent. For example, Hubspot, the global marketing platform, has now added a section on remote working to their career page. Data from Universum, the global employer branding experts and a sister business of NIJobs, indicates that both male and female talent putting an increased emphasis on new technology, flexible working conditions, and innovation when it comes to choosing an employer.

Understanding Talent

Understanding what your target talent is seeking in an employer and then communicating how your organisation can uniquely meet these needs will ensure you continue to hire the best people for your vacancies. Universum’s research indicates three areas that are a priority for talent right now.

Security
It’s no surprise that in times of uncertainty the importance of security rises, think of it as people seeking a safe harbour in a storm. However, it goes beyond the concept of job security; candidates seek out well-established organisations or businesses with strong and well-developed growth plans.

Friendly working environment
Yes, this is always a priority for talent, but can you demonstrate you have retained your commitment to a collaborative and cordial workplace throughout the pandemic? From virtual check-ins to virtual team events, you should consider how you can show your target talent how you are maintaining this work culture in the current working world.

Professional training & development  
Universum data shows that career development is of particular importance to female talent. Are you communicating an ongoing focus on career development? Employees stories of progression, information on mentoring and training opportunities tells your target talent group that despite the new working environment you dedicated to helping your people achieve their professional goals.

Gender Equality

Diversity and Inclusion continues to gain importance to candidates. In particular with Gen Z, the labour market’s newest cohort of talent, who are putting positive D&I policies at the heart of their employer consideration.  

Gender equality is central to D&I and unsurprisingly Universum’s research indicates that support for organisations that demonstrate their commitment to gender equality is high,  particularly with female talent.  However, as  Universum’s analysis of salary expectations of male and female graduates revealed even at the very start of their careers women are asking for less money than their equally qualified male counterparts.

Given the direction of travel in the labour market is for increased pay transparency then not only should employers continue to focus on increasing opportunities for women to progress they should also be more vocal about their commitment to gender equality. While important for all organisations it is especially relevant to employers seeking to correct any existing gender imbalance within their organisation.