Employer of choice: a quick guide for companies

The talent crisis in Romania

As the world faces a mounting talent crisis, HR professionals are facing increasing difficulties in sourcing top-notch talent to meet the demands of a competitive job market.

In Romania, 2023 presents a dual challenge for the HR sector with a shortage of qualified candidates and the ongoing struggle to retain top performers and prioritise employee well-being.

Employer Branding

Establishing a strong employer brand is crucial for companies looking to attract and retain top talent in today's competitive job market. A supportive work environment is just one aspect of a successful employer brand; projecting that image both internally and externally is key to success.

The perception of the company as an employer referred to as employer branding is shaped by the organisation's mission, vision, values, and culture. It's not only about the quality of the company as an employer but also its overall reputation in the market.

Attracting and retaining top talent requires alignment between an organization's values and those of its employees. An effective employer brand is built through consistent messaging across all communication channels, from the company website and social media pages to internal communications, job descriptions, and events. Partnering with channels that can reach your target audience at the right time can further amplify your positive messages

Employees need to feel that their work will make a difference in their industry. When employees view their work as a personal matter, a stronger connection is established, leading to increased motivation and productivity. A sense of trust in the company's goals and belief that their work makes a difference in their industry can enhance job satisfaction.

Using social media platforms like Linked IN

According to LinkedIn, over half of the job seekers research potential employers through their social media pages and websites, making it essential for companies to maintain a strong and positive online presence.

Creating a compelling employer brand begins with a strong and consistent message. To develop your employer branding strategy, it's important to consider key questions such as:

What is the current perception of your company as an employer?

How does current and potential talent view your company as a place to work?

What might prevent a candidate from applying or attracting them to your company?

Gaining a deeper understanding of these perceptions can help you address any employer brand challenges and refine your marketing and recruitment approach. Conducting employer branding surveys targeted at both current and potential employees can provide valuable insights to inform your strategy.

Who loves working in your company? Why?

Before applying to join your organisation, many candidates will spend time researching what it's like to work there and what others say about you. The people in your organization who love working there are your biggest brand ambassadors, and the best results come when it comes to positioning yourself as a preferred employer.

Employees may already be talking about why they like working there, so make sure the company shares their stories on the website, social media and other marketing channels.

Your biggest brand advocates are often the employees who love working for your company.

What sets your company apart as a desirable employer?

Identifying the unique benefits and perks your company offers in exchange for the skills and abilities of your employees is crucial in staying ahead in the competitive talent market.

HR professionals must prioritise creating a work environment that appeals to both current and potential employees to stay ahead in the talent wars.

Here are the most important employer branding trends in 2023:

A People-centric approach

The year 2023 is about putting employees first - even ahead of the profits that don't exist without the people actually doing the work, understanding their needs, making the work process easier for them and enhancing their well-being.

Putting people first means committing to creating and sustaining a culture of inclusion. Every employee, at every level of the organisational hierarchy, is equally important, not just because of the skills and contribution they bring to the business, but as a human being.

The Hybrid work system  is here to stay

Working from home has become the rule rather than the exception.

While some employees can only do their work on-site or want to return to the office, more and more highly-skilled employees are demanding flexibility in their work lives and won't consider working for a company that doesn't offer at least a hybrid work model.

For the smoothest possible onboarding of new colleagues, make sure you have complex onboarding processes that include testimonial videos and stories from brand ambassadors - key senior employees in the company.

Upskilling and reskilling

As organisations seek to stay ahead of the curve, we will see an increasing emphasis on upskilling and reskilling programs. With 77% of workers eager to learn new skills, according to a PWC report, organisations must accurately assess the skillsets of their employees.

Mapping employee skills and tracking their development and application enables organisations to optimise talent allocation and support employee career growth.

 Participating in industry events is a valuable way to stay informed on industry trends and showcase your company's commitment to development, culture, and talent.

Employee well-being is the future of work

Modern employees care about much more than a good salary. While earning potential will affect their decision to stay with a particular company, they are equally concerned about a healthy work environment.

The health crisis and the current socio-political context have given rise to more health issues - especially psychological ones. Well-being is now the employer's opportunity to support employees in all aspects of their personal and professional lives - while increasing their productivity and engagement.

Staying ahead of the competition

To stay ahead of the competition, companies offer a range of benefits beyond traditional compensation packages, including psychological counselling, comprehensive medical insurance, added time off, financial assistance, personal and professional development programs, fitness memberships, leisure activities, holiday vouchers, and even extended benefits for family members.

However, these benefits often go unnoticed, making effective communication a key component in attracting and retaining top talent.

Diversity, equity and inclusion

Diversity, equality, and inclusion are increasingly becoming key HR trends, as organizations recognise the importance of fostering a workplace that celebrates differences and promotes a sense of belonging for all employees. A diverse workforce can bring different perspectives, skills, and experiences to the table, leading to a more innovative and dynamic organisation.

Companies that want to thrive need to hire people from diverse educational, and socio-economic backgrounds as well as people with diverse beliefs. A diverse and inclusive workforce brings a wide range of skills, capabilities and experience. A diverse workforce (in terms of age, race, religion, sexual orientation, gender identity and national origin) also brings a diverse set of views and perspectives.

Studies show that having a diverse and inclusive culture increases company revenue, innovation and productivity, so time spent incorporating these principles into an organisation is a valuable long-term investment.

Involvement in community social issues

Employees seek employment with companies that align with their values and take a stance on important social issues. As discussions surrounding issues like racial injustice, climate change, gender inequality, and economic inequality become more prevalent, job candidates will expect their employer to participate in the conversation and take action.

Making the company's involvement in these issues visible through press releases, company briefings, social media updates, and videos that showcase the company's efforts can enhance the employer brand.

Investing in employer branding can provide a long-term competitive advantage and attract top talent.

 It is essential to understand the significance of this concept for a company's future success, and partnering with an experienced employer branding agency can assist with implementation.

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Lighthouse PR, based in Bucharest, and its management team sit on the EU SME Development board and the CMO Council. It is also a valued member of the prestigious Crisis Communication Network Europe.  It is the only member in Romania and SEE, with network offices in 14 countries across the EU.