Collaborative, inclusive, innovative work environment with great opportunities for career development. Those who identify with a corporate brand by consuming its products and services do not always know these and many other characteristics of its employer brand. Concern about what is put on the market is inherent to the nature of corporations. However, achieving success through the set of strategies that position the professional at the center of priorities is an ongoing effort that shapes the entire employee experience journey.
“Companies are increasingly recognizing the importance of externalizing their characteristics as an employer brand that are not as visible in the market,” observes Gustavo Tavares, regional manager for Latin America at the Top Employers Institute.
According to the executive, today attention is less focused on repetitive processes and more on the connection with the culture, legacy, and purpose of companies. "In all of this, there is a professional with personal values connected to those of the organization," he says.
Strong employer brands have a lot to teach. And as they share purposes and results of implemented programs aligned with the organizational culture, these companies are shaping the job market and becoming attractive and desirable for professionals.
Among several successful initiatives aimed at building employer brands, which Employer Branding Brasil (EBB) reinforces as a purpose, Tavares highlights the experiences of Top Employers Nestlé, BAT Brasil and Takeda.
BAT Brazil structured and implemented an Alumni program for former employees, based on the understanding that an employee's experience does not end at the conclusion of their "stay" at the company. Nestlé has been sharing information about decision-making for the implementation of the People Match platform, focused on career plans and opportunities. At Takeda, one of the initiatives combines data and Artificial Intelligence for both career development and offboarding.
Based on the experiences of these three Top Employers companies, Tavares emphasizes that actions and investments in the employer brand differ from one company to another. However, the executive notes that it is the employees' personal narratives that corroborate the attributes of the employer brand. "This brings legitimacy, fosters a sense of belonging, and reinforces professionals' interest in working at that company," he/she/they points out.
According to Gustavo Tavares, it is imperative that organizations bring their success stories in employer branding whenever possible. "Certainly, many companies will benefit from shared experience. For the corporation, it is also an opportunity for connection to improve processes," he states.
The concern with the employer brand has led many organizations to start their certification programs now to become Top Employers. "Reputation with market visibility, attraction, and belonging actions are certainly among the numerous benefits and conditions resulting from the certification process," concludes the regional manager of the Top Employers Institute.
