Pub. 2 2021 Issue 1

www.cbak.com 10 In Touch Employer Brand and COVID-19 BY DIANA POQUETTE, UNICO GROUP, INC. I nternal and external communications during the COVID-19 (coronavirus) pandemic can impact how current and prospective employees perceive an employer. Organizations can boost their recruiting efforts by ensuring that their employer brand is resonating with those seeking employment, and importantly, meeting the evolving needs of job seekers. As the coronavirus threat evolves, it’s important to demonstrate a commitment to transparency, adaptability, diversity, and inclusion. Trust is earned when employers show compassion and empathy. When appropriate and authentic for your organization, give back to your community if you’re able to. Similarly, you could consider establishing a corporate social responsibility program. A little bit of kindness can go a long way during these times. Why It Matters According to the Society for Human Resource Management, job seekers in the post-coronavirus employment market are looking for: • Safety • Consistency • Stability • Longevity Social distancing measures have changed how we interact, and there are ways that employers can use technology to engage the job market best. Employers should consider using online platforms, such as LinkedIn, Indeed, and Handshake, to build their employment brand on the same platforms applicants E n d o r s e d P a r t n e r