The idea of the “employer brand” is becoming exhausted with a flurry of best practices and standards, but we believe the exhaustion relates to companies being out of touch with what employees are really experiencing. Today there is a need for a holistic and authentic approach across the company’s brand, as the company’s employer brand is central to attracting talent and retaining employees. So, how do we bring new life to the “employer brand” at a time when social interaction is being digitized? What if restoring human relationships was the solution?
By returning to its core values, and purpose, companies can start a new foundation and ensure that it’s attracting talent that match its unique company culture. This fact has been a compressed reality for so long that, in France, the Pacte Law has been enacted to help with the transformative challenges and mutations that companies are facing by emphasizing on the corporate social responsibility (CSR) through the introduction of a new moral pact between a company and its social and environmental ecosystem. QED
Distinctiveness is the lasting differentiation
It is therefore vital for companies to reconnect with their ecosystem by working on identifying what makes them unique and what makes their team(s) exceptional. Through reconnecting with their ecosystem, companies will be able to identify their distinctive image and identity. Which will help them to transparently communicate their authentic purpose and true holistic employee experience — attracting and retaining the right people who share their values and integrate into their sub-culture.
Human Centricity
Given the importance of company culture, and how today it is becoming central in human resource strategy, we’re seeing a number of recruiters utilize soft skills (skills related to interpersonal behaviors) when screening and shortlisting candidates. In fact, by shifting their focus to soft skills, companies get the opportunity to revisit their own values and create that distinctive, strong, social and moral pact that candidates can identify with and employees feel empowered by.
Developing a “People Skills” Directory
Each company is unique, each profession is unique, and the chemistry of the employees is unique.One the many ways to achieve coherence and that goal of distinctiveness is the creation of people skills Directory. An index that list employee behaviors which is intrinsically what makes a company’s culture unique. Conclusions can be used to create that authentic employer brand while evolving overtime based on employee feedback.
To attract the right candidates, foster engagement and retain employees, HR professionals can use elements of their company culture to answer the questions “which projects will naturally speak to employees?” and “on which projects will individuals naturally perform well?” to bridge the gap between employee values and the company’s goals. Ultimately, this will allow companies to create a healthy and remarkable work environment, a strong social pact, a strong culture, and a structural — sustainable — economic growth.