In a world where employer branding extends beyond the career site, it’s time to stop playing it safe. Here are three common blind spots that are holding back your HR plans and, more importantly, how to fix them.
1. The full-time employee obsession: a limited view of your workforce
Welcome to the new era of work, where your employees are no longer just permanent staff. Freelancers, part-time workers, contract workers and even intelligent bots are part of the equation. Yet your HR policies often continue to ignore this diversity.
Real-life example:
A large consulting firm recently optimised its project teams by bringing in freelancers specialised in critical tasks. The result? A 20% reduction in operating costs and a 50% reduction in time to market.
What you can do:
Adapt your HR strategy to include integration and engagement policies for these atypical employees. Offer your freelancers benefits such as access to training, or integrate your HR tools to manage hybrid workers, both human and digital.
2. The illusion of engagement without flexibility
Ah, the remote work debate. Many companies have tried to backtrack after the pandemic, forcing their employees to return to the office under the pretext of ‘strengthening corporate culture.’ The result? Rampant turnover, talent loss, and internal tensions.
Take Spotify, for example:
The ‘Work from anywhere’ policy has enabled the streaming giant to maintain high retention rates while attracting highly skilled tech profiles. Savings on office space have been reinvested in training and wellness initiatives.
What you can do:
Instead of resisting, adopt a serious hybrid approach. Give your teams the option to choose, while measuring gains in productivity and satisfaction. AI tools can help you analyse performance in different working models to refine your decisions.
3. Employer branding: always an accessory, never a priority
Let’s be honest: how many of you still treat employer branding as a ‘communications project’? Today, potential employees don’t just look at your job description; they scrutinise your CSR commitments, diversity policies and sustainability efforts.
The case of Unilever:
The consumer goods giant has integrated its CSR initiatives into its employer brand, highlighting ambitious environmental goals and an inclusive culture. The result? A 40% increase in qualified applications in three years.
What you can do:
Invest seriously in your employer branding by aligning your HR actions with your values. Showcase your sustainability efforts and include your employees in these initiatives. And no, one LinkedIn post a month is not enough.
Conclusion: Dust off your practices, or be prepared to pay the price
HR transformation is not an option, it’s a necessity. The era of standard solutions is over. If you want to attract and retain the best talent while remaining competitive, adopt a bold and adaptive vision.
