As we enter the new year and rush of conferences, product launches, new hires, and more, let’s talk about employer brand. Recruitrics, a major recruitment marketing firm says, “Employer branding became more important than ever this year as competition for top talent intensified.”
As we shift from Baby Boomers to Gen Z, we should shift our priorities and messaging. Beyond compensation, Gen Zs value meaningful work and a supportive culture. “65% … won’t apply for a job if the employer’s values aren’t aligned with theirs.”
Authenticity is the new watchword. With the omnipresence of digital communications, personalized authenticity wins the day.
How to address this megatrend? “Regularly update your company’s social media, career site, and other platforms with stories about your employees, workplace diversity, and community engagement … Present a well-rounded, appealing picture of your organization that will resonate with your target talent.” Focus on employees’ feelings and experiences, stressing well-being and mental health. Use video liberally, particularly in team member testimonials. Where possible personalize messages, aligning your culture with candidates’ backgrounds. With a definitive mission for animal health, our industry enjoys an enviable position. Leverage it.
Remember, we’re selling more than buying! Brakke Consulting can help.
Jeff Santosuosso
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