Predicted for many years, the skills shortage has now reached companies: a third of all businesses surveyed have experienced difficulties in appropriately filling apprenticeship places.
Predicted for many years, the skills shortage has now reached companies: a third of all companies surveyed have experienced difficulties in appropriately filling apprenticeship places.
Predicted for many years, the skills shortage has now reached companies: a third of all companies surveyed have experienced difficulties in appropriately filling apprenticeship places. Around one in ten companies have not received a single application for an apprenticeship position. For many companies, it is necessary to go on the offensive to find well trained skilled workers. HR marketing probably won't just be important for large companies over the next few years, rather also for small and mid-sized businesses.
What is employer branding?
Today, employer branding means all the measures taken by a company to present itself. Unlike classic marketing, it does not focus on the company's products or services. Rather, the company presents itself as an attractive employer in order to increase its popularity with potential applicants. Nowadays, deciding whether to apply for a job isn't just about criteria such as pay or working hours, as social factors are becoming more and more important. HR managers must now consider matters of additional perks and work-life balance. Finally, employer branding is about providing "feel-good factors" and communicating these measures - which is just as important, if not more so. Flyers and informative brochures could be a good way to communicate new policies. And the suitable tools shouldn't just be aimed at applicants, but also internal employees. A high turnover brings extensive expense due to recruiting but also a long onboarding phase, during which the new employee cannot work to their full level of productivity. There is a difference between internal and external HR marketing: the first is aimed at existing employees.
How HR marketing can be implemented:
But what specific measures can ensure that employees feel so comfortable in their company that they don't even think about going anywhere else? There is a range of approaches that should not all be monetary in nature:
- Flexible working hours
- Advancement and training opportunities; in collaboration with training institutes if necessary
- In-house or financed childcare
- Health management measures
- Presence on social media platforms
- Various sport and leisure offerings
- Well-observed incentive and bonus systems, achievements should be appropriately rewarded
Some measures won't cost you a penny - like "onboarding". Onboarding describes a type of welcome culture within a company. A new employee should not be greeted by a stressed, bad-tempered colleague on their first day, rather taken around the workplace and introduced in a friendly manner. Apart from this welcome ritual, a company should also ensure that sufficient members of staff have enough time to onboard the new employee. After all, this will result in a shorter onboarding period, which benefits everyone involved. Other measures focus on team spirit: a team event will quickly break the ice. To turn employees that all applied for a job separately into a team, you need activities outside the workplace. It could also make sense to solve a problem together, where each individual can apply their personal strengths. Even formalities can impact a feeling of togetherness. Cohesive work clothing, also known as corporate design, can make it clear at first glance in some companies that everyone is on the same page. This outward image also results in customer-related benefits: a company that may have just been a logo now has a human face. This shows that even HR marketing should be assessed in its entirety. Considering demographic development and upcoming challenges in the work market, HR marketing will be indispensable - employees are the decisive key to success in almost all businesses.
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