Even before the pandemic, employer branding was positioned as an important issue and a necessary investment within companies. But today, when things are mostly back to normal, more and more companies that have invested in employer branding feel its benefits and positive impact.
The world is a different place after the pandemic, especially when it comes to managing employees and their work environment. The priorities of both employees and employers have changed in the post-pandemic period. This is why employer branding services and management have changed. Keep reading if you want to discover how they changed and how they affected the organizational culture below.
Working from home is still an option
During the pandemic, the first thing employers had to adapt to was working from home. This was not only a challenge for them, but of course also for the employees, so it took balancing on both sides.
In this period, employers also realized that some jobs, which they thought could only be done from the office, could also be done from home. The quality of work or productivity during its performance was not questioned.
Realizing this, many employees do not want to return to the office but stick to the hybrid model (part of the working week is spent in the company and part is spent working remotely, not necessarily from home). And during most of this year, working from home remains one of the items employers offer to employees, as one of the benefits.
Growing trend: DEI (Diversity, Equity, Inclusion)
Research shows that most companies that practice the DEI model (diversity, equity, inclusion) manage to increase profits, but also create better value. Especially young people, who are members of Gen-Z, but also your source of new talent and inspiration, look closely at this model and whether the employer applies it. It is very important for them that the company adopts these values, especially if we are talking about the IT sector or startups. They are certainly the ones who offer the most, but it is also the most difficult for them to attract new employees, so they must always follow the branding trends of the company as a desirable employer.
Raising employer awareness about burnout syndrome and mental health
Since the start of the coronavirus pandemic, employees are constantly under stress. In addition to worrying about their health and the health of their family members, there is also a concern for the workplace, as well as for results. Certain industries were working much harder than before, which only added to the stress. This year, the global threat of war conflicts, as well as the uncertainty surrounding the energy crisis and recession, contribute to the stress.
All the above-mentioned is a reason for employers to offer their employees something more than understanding and a pat on the back. Some, like the IT industry, offer private health insurance (which includes a consultation with a psychologist) and bonuses, while others add trips or massages, all so that workers have as little pressure as possible at work and to reduce stress levels.
The balance between work and private life
Somewhere on the line between remote work and flexibility, it often happens that private life suffers compared to business life. This is precisely the reason for employers to clearly define working hours and the time the employee is obliged to respond to emails or calls. Each candidate, coming to a job interview, wants to make clear the boundaries between work and free time.
The second half of 2022, according to statistics, shows an increase in this request from employees. They want an increase in the number of days off or those days when they can report that they are not feeling well. In addition, spending quality time with family is increasingly important to them, so they want flexible days off around holidays.
In order to feel at home, even while at work, employees want to have some more benefits in the company. Some would like it to be a gym, some would like to be able to relax with yoga, while others find it important to be able to take a nap at work. We know that not all of these things are available from our employers, but some are worth considering, right?
Finally, a trend that is based on all that we have already mentioned, and mostly on remote work. Namely, before when we all worked from offices, it was considered that the presence of an employee is what makes him a good worker. With the onset of the pandemic, things started to change and employers realized it’s not important where you work, only results matter.
Along with such thinking comes the idea of building a company based on trust and good results. As long as what was requested from the employee was delivered within the stipulated period – the trust exists. Therefore, we can easily conclude that 2022 is the year in which the culture of presence changes into a culture of trust.
Employees want to know that their employer trusts them, appreciates their work and results, and at the same time is not always looking over their shoulders. In order to achieve this, it is important to talk openly about the goals, results, and ways to achieve them from the very beginning.
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