Employer Branding – Human Insights Matter!
Published on 02-03-2017
PeerCulture published a sample study about the topic ‘human insights’. The study focuses on the importance and impact of human nature on a company’s culture and work environment. It provides companies with insight information to optimise their development of a corporate culture, marketing content, internal communications, and, most important, a successful Employer Brand strategy.
PeerCulture conducted their research in a rather unconventional way. They encouraged participants to express their opinions freely. That is why, the organisation interviewed several high performing professionals across different industries about topics such as their working routines but also their private life. All leading to being able to create a more convenient work atmosphere with the help of a well-developed and authentic employer brand.
Human Insights matter!
The core of every great brand consists out of human insights, which not only inspire the communication and innovations of a company but also change the way people experience the brand itself. For Employer Brands, human insights provide a lot of relevant information about current and future needs of employees but are also necessary to guarantee an authentic brand experience for the future. Nowadays, being able to develop and maintain a strong Employer Brand is a necessity if a company wants to have a competitive advantage in the ‘war for talents’.
‘There is no greater intelligence than kindness and empathy’
Employees expect a social responsibility and empathy inside a company, especially coming from managers and board members. Empathy, in this case, is focusing on two main aspects – corporate and human. Nowadays, many companies already engage in ‘human’ empathy, for example by supporting volunteer work as well as environmental or social projects. Many employees want to work for a business which not only focuses on profits but also gives something back to society. Current studies, however, reveal that most of the time empathy on a corporate level is not actively practised and that it is still a common phenomenon to put ‘Profit over People’. As a company, you are either ‘people first’ or ‘profit first’. The challenge, however, is to understand that even if a company is based on ‘people first’ profit and success are not only possible but even more likely.
PeerCulture Portrait summarises this principle very well:
“There is no greater intelligence than kindness and empathy. Most corporate missions and values speak to how the company will work to ensure the full satisfaction of its customers, but they have failed to realise that it starts with the workforce.”
Today, a majority of employees are family-oriented and therefore looking for a work environment which is not only compatible with their family lives but also offers a great general work-life balance. That is why companies often provide their employees with several family-orientated benefits such as extended maternity or paternity leave, childcare vouchers or a campus based day care. On top of that employees are looking for support and encouragement to put their families first and recent studies show an increased motivation and loyalty towards a company if its staff has a similar family background.
“Community within a company is currently inorganic and challenging. Why must we choose between work and personal interests? It’s a shame.” PeerCulture Portrait Excerpt
That kind of family dynamic does not work with every corporate culture but nevertheless a company should try to integrate at least basic principles into their culture to increase and maintain their employee satisfaction.
Mentor the Person. Not the Position.
Young talents are looking for someone who not only shows them where they belong but also guides them on their way to achieve those goals. The results of PeerCultures’ study confirm that ‘mentorship’ plays an important part in this process. Traditionally a mentor’s job is to educate and prepare young professionals so that they can be successful and efficient in their future positions. That, however, is not enough anymore! Young talents frequently question their work environment but also themselves and if they really belong in their current position. It is increasingly important for them to understand and grow their own identity, whether their personal skills fit their jobs perfectly as well as if the company acknowledges them as individuals.
The desired mentorship should provide young professionals with a connection between their role, personal growth and their long-term purpose within the company. Finding a matching mentor is obviously everything but simple because young talent not only want to learn and steadily improve themselves, which is why a mentor should provide them with challenges as well as guidance, but also ask for constant feedback and information about current trends and innovations.
This blog post was inspired by the following sample study conducted by PeerCulture: “Human Insights for Employer Brands”.
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