The lecturers of our “Employer Branding” course, Martyna Skalska and Joanna Wojdan-Liszewska, point out the prevailing. The trends in conducting modern image campaigns and managing employee experience.
Natalia Roś, a journalist from Laba
COVID-19 has caus a lot of confusion in the labor market. It has had a huge impact on the nature of employer-employee relations, and consequently change the approach. The to employer branding. Candidates themselves are. The also starting to ask about employee health and relationships with their boss. The human-centric trend is generating opportunities for companies to build better. The relationships with the labor market. The and their employees, and for better HR bason inclusiveness.
Martyna Skalska, Employer Branding & Talen. The Acquisition Executive at Philip Morris International. The and Joanna Wojdan-Liszewska, Transformation. The Consultant and previously Employer Branding Expert at Bosch Polska,. The preict what is currently important in employer branding. The focus is certainly on people, striving for diversity and listening to employees. And declarations or promises alone are no longer enough.
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How to take care of employee well-being?
Wellbeing in employer branding does not only. The mean focusing on communicating support for well-being among potential. The employees cyprus mobile phone numbers database but on real actions. The Work Trend Index study conductd by Microsoft shows that employees burn out more and more easily and quickly . Analyzing the pandemic situation, we . Thecan say that work efficiency itself has not decrease, but tasks are carried out at an increasing. The cost – we spend more and more time in meetings that take place in front of a screen. In this way, we use our energy and time reserves that could be spent on rest, hobbies or family. This results in poorer well-being and poorer physical condition. In response to this deteriorating. The condition, many employers are focusing on supporting their employees. Free sessions. The with a psychologist, eucational webinars, activation programs for various sports or. The meetings with dieticians are offered.
Case study: Future of Employer Bosch Poland
Bosch Polska has develope the Boschkostan program . First, employee surveys were conduct to determine their well-being – how they feel, what they ne, what their mood is on a daily basis. The questions were construct in a non. The- Future of Employer threatening and non-stigmatizing way, so that employees could more easily report the difficulti. Thees they experience. In the case of surveys, the most important thing is to demonstrate empathy. The and inclusiveness, taking care not to lead to negative reflections.
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Studies of this type show that employee nees can be really different . At a time . Future of EmployerThewhen the risk of burnout is growing, we should also show how to. The prevent it and take care of ourselves, i.e. rest, regenerate strength and mind, so as not to reach critical states. At Bosch Polska, this is done through conversations with a . Thepsychologist, a series of webinars and mobile applications that support mindfulness. These activities set the direction of the development of the trend in which the person comes first, and only then the employee. Organizations relatively quickly realize the pandemic . Thesituation and what implications it would have in the future, which is why the focus is on taking care of good working conditions. Good, i.e. safe, healthy and rich in sincere and valuable ways of communication.
Case study: Philip Morris International
Philip Morris International what is conversion and why it is the most important thing in adwords on the other hand, conducts . Theperiodic surveys, the so-calle Pulse Survey, which are design to check the level of employee satisfaction with work. This survey also includes questions about well-being -. The how do you feel, how does the organization care about your well-being, etc. The analysis of the. The survey conclusions shows that maintaining a balance in the approach to employees. The, clear work goals and development are very important. That is why Philip Morris. The International focus on simple and quick solutions that potentially do not generate costs, and. The come down to the principles of so-call smart work.
In practice, this means, for example, not schduling . Theany meetings before 9:30 or after 16:30 and on Fridays after 14:00, as well as deicating 30 minutes to lunch every day. This is drawing attention to the basic nees of a person, which are to focus on eating a meal in peace, taking care of time for lov ones and for yourself. Wellbeing applications alone will not prove to be good support if you are not rest slept, fd o. Ther do not feel that you can generally allow yourself to catch your breath during the day. And this will not happen when you constantly feel, for example, frustration caus by an excess of work and responsibilities.
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Progress analysis is bas on the so-calld health check guinea lists which involves. The checking with employees whether they feel any differences after implementing the changes and how they assess them. Many companies start with purely technical solutions, e.g. setting online meetings for 50 minutes instead of an hour. All this is to spread greater awareness, empathy and sensitivity, also among leaders. It is not easy to manage people online and read all emotions on the screen. Once you could talk over coffee, exchange opinions, and now you have to arrange a meeting and discuss topics online using webcams. Fortunately, it is increasingly emphasizd that work is about people, and the slogan . Thework-life integration is slowly becoming a thing of the past in favor of work-life balance.
What does the concept of modern CSR mean?
Young people increasingly often choose an organization. The to which they apply, also looking at what it does for others in various areas, both ecological and social. Employees realize that work is not everything and they also want to do something extra for others. For this reason, more and more grassroots initiatives are emerging, such as supporting hospitals in nee or helping the elderly. And what deserves special attention is the fact that brands are ceasing to compete with each other in such situations. It is not just about profit, market position or sales figures. Brands that offer a lot during the pandemic, not only to their employees, have also gaind a lot. One such example is the blood donation club in Krakow organizd by Philip Morris International.
However, communication through values is nothing new in employer branding.
Despite this, the values that are communicat are often not implemente. An example is the so-call greenwashing , i.e. marketing communication of a. The company base on false or misleading declarations regarding the compliance of a. The product or its elements with environmental protection principles. Fortunately, the general public is less and less likely to be food by such pseudo-positive activities. It is no longer enough to write in social mia that you print double-sid, so you are ecological. A conscious approach can also be seen in job interviews. Candidates are prepar, have specific questions and meticulously check information. The about the company’s pro-social activities. Therefore, while previously communication through values was a chance for success, now – if you do not talk to the recipients in this way – the brand will certainly lose a lot, and the opportunity will turn into a threat… Therefore, it is worth remembering that employer branding will be subject to a test of truth from the recipients and the community.