Employer Branding_talenti e welfare aziendale
13 February 2024

Employer branding: welfare to attract new talent

Company growth can only go hand in hand with the professional growth of each individual employee or collaborator.

It is therefore clear how important it is to attract new talent and retain them to always be competitive on the market and offer quality products or services; employer branding is exactly for this…

What is employer branding?

Employer branding is the process of building and managing an employer's positive reputation in order to attract, retain and motivate talent.

The goal is to create a favorable perception of the company as an excellent and desirable place to work .

employer branding can positively impact an organization's ability to attract high-quality candidates and retain existing talent.

Key elements in employer branding include:

  1. communicate the company culture, values and working environment clearly and authentically. Show how the organization supports employee well-being and fosters a positive climate.
  2. Transparently communicate the company's values and mission.
  3. Emphasize opportunities for professional development, continuing education and career growth.
  4. Offer competitive benefits , insurance plans, competitive compensation options and other incentives that demonstrate concern for employee well-being.
  5. Promote policies and programs that support a healthy work-life balance.
  6. Show employee engagement through testimonials , success stories and initiatives that highlight employees' contributions to the company's success.

But how is employer branding implemented in practice to attract new talent?

How can a company attract new talent?

The strategies that a company can implement to continually attract new quality and motivated staff are many and involve, in fact, all company functions.

It is a collective, long-term effort that must be orchestrated by top management, so that "dissonances" do not occur that could undermine the company's efforts.

Let's try to highlight some individual tactics, which must necessarily be traced back to a widespread corporate logic:

● communication efforts: creating engaging and authentic content that showcases a company's values, environment, culture and cutting-edge thinking, such as videos, company blogs, testimonials and success stories, across all communication tools active, including social media.

● Participation in industry events , job fairs and conferences to connect directly with talent and showcase the company.

● Implementation of referral programs that incentivize employees to recommend qualified candidates. This can help build a quality workforce through existing networks.

● Effectively manage online reviews on career websites and portals such as LinkedIn, Glassdoor and others, responding constructively and demonstrating a commitment to continuous improvement.

● Establish partnerships with educational institutes and universities to develop talent pools and promote the company as an employer of choice.

● Participation in corporate social responsibility initiatives : these are issues that are deeply felt and appreciated, particularly by younger candidates. Effective attention of this type can improve the perception of the company and attract candidates who share the same ethical and social values.

● Likewise, participating in activities and projects that involve the local community can improve the company's image and attract talent that attach importance to the socio-demographic context in which the company operates.

employer branding is a continuous, long and tiring process, which requires constant commitment to communicating and demonstrating the value and attractiveness of the organization as an employer.

Yet this process is worth the effort made by the company... Let's see why.

Why is attracting new talent important for companies?

Attracting new talent is crucial for companies for several reasons, as the success of an organization is often closely linked - as we were saying - to the quality and skills of its employees.

However, we could try to summarize even better what are the key reasons on which the acquisition of new talent plays a key role for the company:

innovation and competitiveness

New talent can bring new perspectives, innovative ideas and advanced skills. This contributes to the company's innovation and competitiveness, helping it to remain at the forefront of its sector.

Business growth and development

Attracting new talent is often related to business growth and development. The arrival of new professionals can facilitate the expansion of operations and the implementation of new projects.

Diversification of skills

A team made up of individuals with diverse skills, backgrounds and perspectives is more adaptable and able to tackle a variety of challenges. Attracting new talent contributes to the diversification of skills within the organization.

Succession and continuity

Attracting talent is crucial to ensuring adequate succession in key positions. Continuous integration of new talent can ensure continuity of operations even in the event of key personnel changes.

Adaptation to change

In an ever-changing world, companies must be able to quickly adapt to changes in the market, technology and economic environment. New talent brings flexibility and adaptability.

Improvement of corporate culture

The arrival of new talent can positively influence company culture by introducing new values, attitudes and dynamics. This can help create a more dynamic and stimulating work environment.

Performance improvement

Attracting highly qualified professionals can improve the overall performance of the organization. These talents can contribute to strategic projects, solve complex problems and improve operational efficiency.

Attraction of new customers and investors

A talented and competent team can be an attraction factor for customers and investors. Companies that demonstrate they have a strong talent pool can benefit from increased trust from external stakeholders.

Positive climate

A company that is able to attract new talent often communicates a positive and dynamic work environment. This can also improve the retention of existing employees, as an attractive organization is more likely to retain its staff.

Adaptability to new technologies

As technologies advance, attracting new talent with digital and technology skills is essential to ensure your business can take full advantage of the opportunities presented by digital transformation.

In summary, attracting new talent is a key strategy to ensure the vitality, competitiveness and continued growth of companies in the context of a dynamic and changing business environment.

Add to this the fact that there is a lot of competition nowadays in finding the resources necessary to make the company progress. We are also
talking about non-specialised labor resources : there is a "hunger" for workers, therefore no company can overlook the relevance of employer branding.

But what role does corporate welfare play in all this?

Corporate welfare as a tool for attracting new talent

Offering a solid corporate welfare package can be a key element in making the company more attractive to potential new talent.

In fact, high-quality candidates often evaluate not only the base salary, but also the benefits and facilities offered by the company .

A well-structured corporate welfare program can therefore make the difference in convincing candidates to join the organization and contribute to employee retention, i.e. retaining employees within the company.

Specifically, some key areas of corporate welfare can be used for this purpose:

Comprehensive health insurance

Offering a comprehensive insurance plan that covers medical expenses, including specialty services and treatments, is a highly valued employee benefit.

Retirement Savings Plans

A retirement savings program, perhaps with company contributions, can be a significant incentive for candidates interested in securing long-term financial security.

Flexibility in working hours

The possibility of flexible working hours or remote working can be a strong attractor, especially for talents who value work-life balance.

Employee Assistance Programs ( EAP )

Offering employee assistance programs that include stress management counseling, legal advice, and psychological support can improve employees' overall well-being.

Mental health benefits

Initiatives and benefits that promote mental health, such as mindfulness sessions, access to online resources or counseling, may be particularly welcome.

Training and professional development

Training and development programs that allow employees to acquire new skills and advance their careers are an incentive for ambitious talent.

Programs focused on physical well-being

Offering access to gyms, fitness classes, health coaching programs or discounts for joining sports facilities can contribute to the physical well-being of employees.

Parental and family leave policies

A paid parental leave scheme and other benefits for parents can be a strong point in attracting candidates who consider family aspects important.

Financial benefits

Financial relief programs such as subsidized savings plans, life insurance contributions or profit-sharing programs can be incentivizing.

Education courses and reimbursement of expenses

Offering reimbursement for work-related education courses or financially supporting further education can attract talent eager to continue growing professionally.

Benefits aimed at a healthy balance between work and private life

Initiatives that facilitate work-life balance, such as flexible vacation policies or paid time off, can be highly valued.

However, not only the real corporate commitment is important: without clear and well-made communication of the benefits offered it will be difficult to see results!

Not only during the recruitment process is it necessary to highlight the overall value that the company is able to offer to its potential employees, but also within other ordinary communications, which contribute to building the brand identity over time.

A well-structured corporate welfare package can not only attract new talent, but also help create a positive and stimulating working environment for all collaborators.

To this end, it can also be very useful to use an internal brand ambassador, who represents the company and offers his voice and standing for corporate communication purposes.

What is an internal brand ambassador?

An internal brand ambassador , which we can translate as internal ambassador of the brand company , is a company collaborator who acts as a representative and supporter of the brand image within the organization itself.

This figure plays a key role in promoting company culture, values and brand identity among colleagues and within the working environment.

The responsibilities of an internal brand ambassador - in fact a real testimonial - can include the promotion of the brand in the company or of the company policy itself, the organization or management of initiatives aimed at conveying the values of the brand and company culture, the participation and involvement of employees in Team Building initiatives, etc.

To these very operational initiatives, add the coordination of feedback collection systems, so as to develop two-way communication, perhaps on internal company platforms. We are also talking about fundamental activities for supporting innovation within the organization, through success stories and "2.0" ideas that emerge from everyday work experience.

In conclusion, an internal brand ambassador is a key figure in consolidating and strengthening the corporate culture within the organization

This figure helps to build a positive work environment, to foster a sense of belonging and to promote a positive corporate reputation both inside and outside the organization, but - as we have seen - there are various factors that must coexist to attract new talents.

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