Brand of employer under the conditions of Lviv labour market

Created on: 27-07-2020
Views: 665
Reading time - 9 хв.

Until recently, the employer’s brand was considered an HR initiative, a project aimed at recognition, and was limited to advertising the company for the interest of potential candidates and creating a wide pool of new talents. However, everything has changed, and today we will talk about how the global crisis influenced the trends of HR-brand development on the labor market of Lviv.

   

It is important to remember that the employer’s brand is:

  • well-thought-out recruitment strategy;
  • carefully organized corporate communication;
  • understanding one’s own position on the labor market;
  • not an advertising campaign;
  • not a short-term project;
  • not a quick decision.
 

Even before the crisis that emerged on the labor market in 2020, many companies began to consider the development of their own HR-brand as a strategic task.

 

Today’s employees have become more competent in this area, they want to be associated with companies where they work, share their values and work for a common goal, so they pay attention to the reputation of future employers. The same can be said about modern companies: they want to attract specialists who meet not only professional but also value requirements.

 

Despite the fact that the current situation may temporarily change Lviv’s labor market in favor of employers, as demand will exceed supply, it will not bring significant changes in the direction of building a strong HR-brand.

 

As the statistics shows, in the periods of recession on the labor market the safety and reliability of an employer comes to the first place. The salary level will continue to occupy the leading positions, but it will not be the key indicator, which will guide the choice of future workplace. The importance of the company’s good reputation remains unchanged – it is on this basis that candidates build their trust in the employer.

So, where should we start building an employer’s brand? First of all, it’s necessary to define the goal.

 

What is your current problem:

  • it’s difficult to attract candidates who meet the necessary requirements;
  • high turnover of staff;
  • difficulties in maintaining high-performing employees.
 

What is your target audience:

  • What do your candidates expect;
  • what they value the most;
  • what they want their future employer to be.
 

What are your benefits:

 
  • corporate culture;
  • competitive salaries;
  • convenient work schedule;
  • health insurance, gym fees and other extra bonuses;
  • internal training and external certification.

It is important to determine how your offer differs from what your competitors promise.

 

Take a critical look at your recruitment process:

 
  • how candidates see your company in the market;
  • whether or not all candidates are getting feedback and are interested in the offer;
  • what current and former employees have to say about you.

In the analysis, you should understand what the company wants, what its strengths and areas of development are. Based on this information, you should form The Employer Value Proposition , that is a set of benefits that the company offers to its employees.

Start broadcasting your competitive advantages – identify external and internal channels of communication with the audience, develop a content strategy and plan a budget for the employer’s brand promotion.

Remember that before a potential candidate can even think about working for the company, they should already have a certain connection with your brand. It is important to know these points and work on impact effectiveness. Each interaction with a potential candidate should be meaningful to the company, as it may affect the future decision to cooperate.

You should constantly monitor your reputation in the market and work on improving it. However, the most important thing is to comply with the stated features of the HR brand in the daily life of the company. Your main asset is your current employees, who will be the best ambassadors of the HR-brand and will help you to become the employer everyone dreams to work for.

King Star Alliance Company provides a full range of HR consulting services. Order a free labor market analysis, find out why your potential employees are headhunted by the competitiors and get the best out of best with our team!