Pub. 2 2021 Issue 1

11 ISSUE 1 | 2021 often search for employment opportunities. Just as important as external websites, don’t forget about your organization’s website’s careers page either. Organizations can also expand their employer brand’s reach by participating in virtual events like career fairs and webinars and can continue to be represented without physically attending events. Ensure your post-coronavirus brand is reinforced through recruiting efforts — both online and offline. Employers should consider how their brand is resonating with the current employment market — and how their employer brand plays into post-coronavirus plans. Employer Brand Updates Employer brand is as important as ever — and your organization’s coronavirus response can be effectively communicated to job seekers. When considering updates to your employer brand, topics to consider include: • Safety — At the forefront of concern for current and future talent is safety. While your organization may be going above and beyond to ensure the safety of employees, ensure that these efforts are highlighted in your employer brand. This can be done by: ◦ Prioritizing safety in all company branding — both employment and non-employment related ◦ Including safety-related expectations in job descriptions and postings • Benefits — Job seekers care about health-related benefits such as sick leave and mental health support now more than ever. As your organization updates any benefits packages, ensure these changes fit into your recruitment efforts. • Career focus — Much of the employment market has recently been laid off or furloughed and hopes to avoid repeating with their next employer. Ensure that the career- orientation of your job openings is clearly part of your employer brand. Job seekers are looking for stability and the opportunity to build a career. • Diversity and inclusion — It’s not about just saying you care about people; it’s about actively showing that you care and making changes when necessary. A focus on diversity and inclusion is crucial to retain diverse talent and their trust. People want to feel a sense of belonging and value in their communities, and that includes the workplace community. Organizations have a responsibility to build trust and acceptance, which will help create a safe environment for their workforce. • Social responsibility — During the pandemic, organizations are focusing on putting people first. Just as you would support employees and candidates, this is an opportunity to give back and contribute toward economic and societal recovery. If you haven’t already, consider implementing initiatives to help your customers, employees, and communities get back on their feet. Be authentic and talk about people, not solely numbers and business. • Coronavirus impact — The pandemic should be a core component of your current employer brand as its significant impact on most people’s lives. Job seekers will appreciate this acknowledgment, demonstrating the organization’s transparency. Consider dedicating a section of your website 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 often search for employment opportunities. Continued on page 12