there was a world, then arrived a VUCA world, then came Corona and the world never looked the same
TREND 1: PRIORITIZATION OF MESSAGES IS KEY IN EMPLOYER BRANDING COMMUNICATIONS
There was a time, employer branding communications once drafted would be relevant for years to come. Well, not anymore. In a VUCA world (Volatility, Uncertainty, Complexity and Ambiguity) owing to the instability and lack of predictability, communications have to mapped more rapidly to the need of the hour.
If Purpose of the company was relevant in the hyper-local, environment of 2019, Job Security will take precedence in a lock-down situation. Make sure to keep re-looking at the messaging structure and pull up the most relevant message for the prevailing situation
TREND 2: EMPLOYER BRANDING COMMUNICATIONS WILL BECOME MORE TOPICAL
Prevailing situation in the region will dominate your messaging on social media channels. Each country is on a different level of threat because of corona so it is important to understand the issues plaguing or trending in your region. and map the communications to the current situation.
While the whole of US, Europe was focused on diversity, pride during early 2021, India was the most affected by the resurge and companies had to release messages after messages on how they were caring and supporting their employees during the crisis. At such a time a product launch message would be detrimental to the brand.
TREND 3: WORK FROM ANYWHERE MEANS LOCALIZED EMPLOYER BRANDING COMMUNICATIONS
By 2022, #workfromanywhere work model will be a norm more than exception, therefore #employerbranding will need to be more tailored to your global talent hubs. The #EVP #communications will need to customized to the local nuances of that region.
Example for African talent your top most attractive feature will be Diversity Policies and Cash in Hand. While for Indian talent market product mindset, career growth, development & enablement, employee well-being will still be top reasons to promote your employer brand.
TREND 4: COUNTRY-SPECIFIC EMPLOYER BRANDING COMMUNICATIONS NEED TO BE BUILT AND PROMOTED
At this point in time almost every company is redoing their global talent acquisition strategy and looking for new talent hubs across the world to gain competitive advantage in the market.
Your global EVP or employer value proposition will need to go through a make-over and recruiter toolkits and candidate communications will need to be have messages tailored to the country of origin of talent.
TREND 5: GLOBAL TALENT SHIFTS WILL GUIDE EMPLOYER BRANDING COMMUNICATIONS
In 2019, talent was most excited by Purpose, because start-ups were revolutionizing businesses and markets
In 2020, brands overnight learnt to prioritize community work, social justice, job security as top messages because corona hit us out of the blue
In 2021, owing to the re-surge of the second wave of corona, employee welfare and care communications took precedence
In 2022-23, remote work, flexibility, choice and work from anywhere opportunities will rule the roost since these will become a norm and not an exception anymore
In 2024, New talent hubs will emerge (tier1, tier 2, tier 3 locally as well as globally). different work will happen in different locations of the world basis availability of low cost-high skill talent.
In 2025, most countries will have a strong tech + startup ecosystems. And every company will be a technology company and almost every business will be online or digital, so your tech prowess, tech differentiation, tech scale, tech complexity will decide if talent will show interest in your #employerbrand
Have you modified your communications on social media and your digital channels accordingly?
Have you invested in an employer brand content marketing team whose day job is to produce tailored communications according to topical issues of your country?
Are you looking at global shifts and mega talent trends across the globe and preparing your teams to leverage them before competitors?
If not, now is the time to do so.