The leading HR managers also point out that it is candidates, not employers, that dictate the terms of employment increasingly more often, that the unemployment rate in certain towns is far below what it used to be, that it is increasingly harder to finds candidates for a job and that workers leave their jobs in the first year increasingly more often, especially young workers. As the majority of the participants in the Labor Market Panel agree, these changes will result in an upwards shift in salaries, and companies need to find additional ways of motivating candidates. That's where branding comes in.
An employer has a range of tools available to them to create a good reputation, says Marija Tatarevic, HR Manager at Victoria Group – cooperation with faculties, associations, providing opportunities to develop and learn, various motivation systems...
– It's important to create an employment brand both internally and externally. Externally, by taking care about how you communicate with the job candidates, making sure your website is well designed, replying to all applicants and being fair in choosing workers. Internally, by taking care of the employees and communicating all the positive examples inside the company clearly.
Employment branding is not just important in the system of selecting and hiring workers, it reflects much further, says Ivana Jevtic, HR Manager at Tehnomanija
– Just like we want to establish bonds with our clients, we want to do the same with our employees – Jevtic adds.
Aleksandra Dutina, HR manager at Carlsberg Srbija
, agrees that the importance of EB goes beyond merely attracting new, young and talented people.
– We need to create a synergy between experts and talented young people – Dutina says and adds that it is important for an employment brand to expand internally, as it is then easily reflected externally as well. Your employees, both the current and the former ones, should become your brand ambassadors and, accordingly, you need to treat them as family:
– To have it be okay even when they leave.