What are the top Trends in Employer Branding for 2022?
Key trends in Employer Branding for 2022.
Even before the pandemic, Employer Branding was always seen by companies as a logical investment. But now, when things are slowly returning to normal, most organisations who had invested in employer branding and marketing initiatives have clearly started seeing its positive impact.
The world is a different place after the pandemic, atleast when it comes to employer brand management. Priorities of both, the employer as well as the employees have changed in the post-pandemic world. As a result, employer branding services and employer branding management have also undergone a sea change.
So, what exactly has changed and how are organisations worldwide addressing these changing realities? Here are some prominent trends in employer branding in 2022 that we are likely to experience in the days to come.
Work from Home is here to stay
The first casualty of the pandemic was going to an office. Lockdowns and the need to keep the employees safe forced most organisations to adopt a work from home (WFH) model. Both Employers and employees realised Jobs that were earlier thought to be ‘office only’ can even be done WFH without any loss in quality or productivity.
Now, as the intensity of the pandemic starts to wane, scores of employees don’t want to go back to their offices and even prefer a hybrid model.
As remote working starts going mainstream, Digital employer branding tools will start becoming important in the days to come. This is not only the case with existing employees but also true for potential ones too! Employers need to start reaching out to their most important assets through digital marketing employer branding tools to communicate their ideas.
Diversity, Equity and Inclusion will grow bigger
The recently published McKinsey Diversity Wins report suggests that organisations that believe in and practice Diversity, Equity and Inclusion (DE&I) are likely to outperform on profitability but also likely to create better value too.
To strengthen their DE&I focus, employers are likely to go beyond the traditional parameters like age, gender and impairment. Newer parameters like mental wellness or attempts to manage work-life balance better are likely to play a crucial role in employer branding & marketing.
Awareness on Employee burnout and well-being is all set to rise.
For the last two years or so, employees were under immense stress. It was not related to their or their family’s health alone, but they were worried about their colleagues and also their jobs. A study conducted in the UK revealed that over 50% of the employees feel that they need to keep a brave face for the sake of their colleagues and as high as 30% say that their employer is not doing enough to help them stay productive.
Employers will need to walk at extra mile to make sure to arrest those dropping levels of well-being and the feeling of being burnt-out from growing any bigger. Many organisations which are considered to have some of the best employer branding strategies have already recruited employer branding consultants to work for them in managing this aspect. For instance, Velocita Brand Consultants works closely with multiple well-known organisations across industries as an employer branding consultant in managing their digital employer branding and employer branding solutions facilities.
Definition of employee experience is changing.
Just as the pandemic started to wane across the world, organisations started facing ‘The Great Resignation’ wave. Better pay was not the sole reason behind this. Employees evaluated their respective organisations from multiple perspectives. For instance, many asked questions like:
- How was my organisation different from others?’
- Did my organisation exhibit values like transparency, honesty and trust with me during the pandemic?
- Did my organisation make efforts towards learning & development (L&D)
- And the most important of them all – did my leadership team take adequate steps to improve employee engagement?
Employees are now looking for more than just pay or stability. They are looking for experiences that create a sense of belongingness. For instance, one study revealed that L&D was one of the key drivers toward belongingness while the other study revealed that the leadership’s involvement was crucial.
To communicate these changes in the parameters which together form employee experiences, employer branding and marketing efforts and employer branding services need to improve greatly in the days to come.
Employee Value Proposition is now more crucial than ever
McKinsey defines Employee Value Proposition (EVP) as “the unique promise made to employees regarding experiences and benefits they can expect to receive.” An EVP is made of the following components:
- Company – which creates purpose, values and culture
- Leadership – which nurtures relationships with managers
- Role – the developmental opportunities available and
- Rewards – essentially the non-monetary benefits employees can enjoy.
Creating a robust EVP and thereafter giving it lip service is no longer an option available to organisations, especially after the pandemic and after the ‘Great Resignation Wave.’ First, employers need to communicate the EVP effectively and second; they need to follow it in its true spirit!
Organisations that are considered to be amongst the best in employer branding are doing all three things right and are even reaping its benefits. Trends in employer branding 2022 may sound an alarm bell to those employers who were taking their employees for granted. Now is the time for them to take employee branding & marketing seriously or face the brutality of the ‘Great Resignation Wave!’