Employer Brand 5.0; Or how to put yourself back in the middle of the war for talent

We live in a time of rapid change in which it is easy to describe reality from different points of view.

In the workplace, without a doubt one of the greatest hallmarks of this era is the label “The Great Resignation”which hints at the large number of employees who, after the vital turning point of the epidemic, decided to Leave their jobs voluntarily.

This trend, which originated in the United States after the first big wave of the epidemic, continues to grow. Last November, a historical record was reached, with 4.5 million Americans have decided to lay off their jobs that monthAnd the According to data from the US Bureau of Labor Statistics. And although to a lesser degree, since unemployment rates in Spain are higher, it has also been identified here Certain behaviors are consistent with a major waiver.

This means, for example, that young professional formations who do not have financial responsibilities They are not willing to accept any job if it does not align with their habits and philosophy of life.

But it does not only affect young people, Also a top talentWhoever has greater financial security, is rethinking his job position: does he compensate me for the time I spent? Am I allowed to take care of my health? Are you still connected to the organization? These are some of the questions these profiles ask themselves that they don’t always have an answer to, as in many cases they decide to leave the companies they’ve been dedicated to for many years, but no longer feel obligated to.

“Young professionals who do not have economic responsibilities do not want to accept any job if it does not correspond to their habits and philosophy of life.”

These and other issues alerted organizations, who see It is getting more and more difficult to attract the talent they need and retain the key profiles of their business. So they see the need Repositioning themselves as employers with other attributes, with other narratives, in other environments… With the “big resignation” comes the time of a new “employer branding”; We can call it the Employer Brand 5.0.

This concept refers to an employer brand that today responds to 5 keys:

• the purpose. People areas should be the driver of the company’s goal of its scope of work, generating social impact conversations and initiatives that enhance the pride of its employees and be relevant to the community in which its future talents live.
• honesty. In times of uncertainty, reliability in speech is essential so that they will want to listen to you.
• retail. Companies must determine who their target audience is and where to go to meet them. Because job fairs are from another era.
• empathy. It’s not just about listening to people but understanding how they feel and what they expect or need to shape the employee experience.
• joint creation. Marketing has always involved consumers in defining or redefining its products. Organizations should also involve people in defining their employees’ experience to make it truly satisfying.