Collaborative work environment, inclusive, innovative and with great career development opportunities. Those who identify with a corporate brand by consuming its products and services do not always know these and many other characteristics of their employer brand. The concern with what is put on the market is something inherent to the nature of corporations. However, achieving success through a set of strategies that position the professional at the center of priorities is an ongoing effort that runs throughout the entire employee experience journey
"More and more companies recognize the importance of expressing their characteristics as an employer brand that are not so visible in the market", observe Gustavo Tavares, regional manager for Latin America of the Top Employers Institute
Відповідно до виконавчого, today the focus is less on repetitive processes and more on connecting with culture, the legacy and purpose of companies. In all of this, there is a professional with personal values connected to those of the organization, say
Strong employer brands have a lot to teach. And as they share purposes and results of applied 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, that Employer Branding Brazil (EBB) reinforces as a purpose, Tavares highlights the experiences of the Top Employers companies Nestlé, BAT Brazil and Takeda
BAT Brasil structured and implemented an Alumni program for former employees, grounding that the employee experience does not end at the end of their "stay" in the company. Nestlé has been sharing information about the 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 and offboarding
Based on the experiences of these three Top Employers, Tavares emphasizes that actions and investments in the employer brand differ from one company to another. However, the executive notes that it is the personal narratives of employees that contribute to the attributes of the employer brand. "This brings legitimacy", it fosters belonging and reinforces professionals' interest in working for that company, punctuate
According to Gustavo Tavares, it is imperative that organizations bring, whenever possible, your success examples in employer branding. Certainly, many companies will benefit from shared experience. For the corporation, it is also an opportunity for connection to improve processes, affirms
The concern with the employer brand has led many organizations to start, at this moment, your certification programs to become Top Employers. "Reputation with visibility in the market", attraction and actions of belonging are, certainly, among numerous gains and conditions arising from the certification process, concludes the regional manager of the Top Employers Institute
