Employer Brand
Attracting, and keeping, a great team
Gen Z and millennials will make up over 50% of the UK workforce by 2030. With their views shaped by the pandemic, financial and career insecurity, and a conscience-first approach to work that prioritises meaning and belonging, your brand must reverberate at an authentic and instinctive level. We’re here to help.
We run regular research among Gen Z and millennials. Four things stand out: the need to share values with their employer, an expectation of quick career progression, a desire for financial security and some big love for flexibility.
90% work / life balance is essential
92% job choices influenced by cost of living
85% expect employers to speak out on issues
76% flexibility is essential
As the talent squeeze has deepened, we’ve all seen the ‘confetti-benefit’ approach to hiring. The unlimited holidays, work from anywhere, table footy, Friday beers, bagels-on-us, and so on. See what the TikTok thread, ‘Funny Work Bad Benefits’ makes of it all.
But what comes through in our research, time and again, is a desire for belonging and interest in a range of issues, from ethical business practice, to diversity and inclusion, and sustainability. People want to work in a place with a good aura, and having an authentic employee brand which emphasises deeply human traits is important, like never before.
To help you evolve yours, our framework includes:
Pulse-checking – we start by looking at where the brand sits. You’re unlikely to be perfect, and we’ll need to be honest and ensure any promises are grounded in reality. We’ll speak to your teams, evaluate strengths and opportunities, and set some goals for where the Employer Brand needs to go, and how we’ll get there.
Making the mission matter – why do you do what you do? And why does that matter to your employees? What difference can you and they make to the world? Where do you stand on the big issues? And will you take a stance on these? We’ll help create a compelling, and real, mission that attracts the kind of people you want to be on your journey. And if you’re not quite where you want to be on some issues, great – we can map out how to get there.
Assessing the journey – we’ll look at how you come across to people, from first contact, to interview, to hiring. And what happens when they join? Everything needs to feel united, from the job ad and website, to managing candidates and the interview process. And don’t forget, how you let people down is important too. Together, we’ll interrogate everything and look at opportunities for improvement.
KPI-ing – we track performance with an approach looking at candidates per opportunity, cost of hire, quality of applicants, and more.