Recruitment Trends #5 – Employer Branding Geared Towards Adaptability & Resilience

As we begin to see the dust settle and gauge the post-pandemic future with greater clarity, employer branding will be increasingly important to new hires in 2021. Candidates will be looking especially closely at a company’s resilience and ability to adapt in the long term. Those who lost their jobs at the height of coronavirus-related uncertainty will not be keen to repeat that traumatic experience. Candidates looking for more secure employment will do so very carefully. Consequently, it will be necessary for new hires to see that they will be valued within an organization and treated fairly. In fact, 75% of job seekers will take an employer’s brand into account before even applying for a position. News of Amazon’s unfair treatment of their workers throughout the pandemic, for example, traveled fast. Strikes and bad press continue to swirl around Amazon’s leadership as they collect record profits and leave workers to fend for themselves in unsafe conditions without hazard pay. Glassdoor found that 69% of Americans wouldn’t take a job with a company that had a bad reputation even if they were unemployed. Eighty-four percent would consider leaving their current position with only a marginal salary increase if the new company had an excellent reputation. Maintaining a healthy employer brand image helps companies attract the best talent, reduce recruitment costs, and improves employee retention.