Why we need to rethink employer branding in 2021
Why we need to rethink employer branding in 2021
By Claudia Merrill
Do you know how to attract the best talent in 2021? According to our podcast guest, Ulrich Puntigam, Founder of CONOUT, the best strategy you can have is building a positive work environment that goes beyond superficial perks and drinks over Zoom.
In 2021, we need to rethink employer branding. We’ve talked before on our Marketing on Purpose podcast about how important the employee experience is, but now we have to take that even further. Our latest guest on the podcast, Ulrich Puntigam, is a business consultant and the Founder of CONOUT — a company that helps with organizational and team development.
CONOUT focuses on bringing teams together with practical exercises. In other words, they get employees and management to participate together and actively shape their organization for the better.
Puntigam implores us to consider how organizations can engage and involve more people. If businesses are going to stay afloat in these times, a focus needs to be placed on considering different ways of operating to have a more positive impact on business.
Would you like to learn more about employer branding?
Why change now? In the middle of a global pandemic, why change your employer branding strategy right now? Puntigam puts it simply, “There’s no such thing as an anonymous organization. Organizations are people. If we don’t care for the people, we can’t provide them with any changes.” Organizations are comprised of people, and if employees and managers aren’t being taken care of, then neither is your business.
Employer branding trends for 2021
- Invest in the HR department for talent management. Businesses today are facing VUCA — Volatility, Uncertainty, Complexity, and Ambiguity. Our world has changed in such a way that we can no longer plan ahead, so the focus for every business should be on coping during these times. Investing in HR resources will help retain employees and attract star talent, while also assisting management.
- Stay in contact to increase employee motivation. Remote working and home office have become the new normal. To boost employee morale and motivation, it’s important to stay in contact and show team members that they matter. Give feedback, voice what you appreciate and where employees can improve. This will help companies to strengthen bonds and work together as a team.
- Flexibility is key for employee retention. Gone are the days of working to the bone. Employees are looking for an organization that will give them a healthy work-life balance. This means that most employees are setting their own expectations around how much money they want to earn and how much time they want to spend in their role. To stay competitive, employers will need to show that they can offer a healthy balance.
- Take a stance on global issues to attract young talent. Consumers are more active in world affairs than ever before. Millennials and Gen Zs are rallying for climate crisis justice and expressing their outrage at ongoing racial injustice. Young talent is passionate about the world they live in and want to make a positive difference. To attract, engage and retain this talent, companies will have to show that they care and that they will take meaningful action on global social issues.
- Introduce purpose into the workplace. Millennial and Gen Z employees are wanting to work for a company that serves a purpose. They want to be able to see what the broader impact of their role is. Improve talent development by showing prospective employees that their role has a purpose.
The new normal asks companies to consider their employer branding from a new perspective. Consider more team building to boost team morale and talent development strategies to recruit top-performing talent remotely.
Boost your brand’s image by taking a meaningful stance on global issues and don’t be afraid to rework a product to make it more ethical. It may feel like a daunting task, but with Puntigam’s advice, managers everywhere can take advantage of this opportunity for stronger employer branding.
Let’s talk about your next employer branding project
Alexander Mühr
Managing Director & COO
“We build brands that do better.”
