Everyone has been talking about the shortage of skilled workers and the „war for talents“ for years now. Companies have already been reacting to this and now try to make working conditions more attractive. However, skilled employees are still hard to find. According to a study conducted by human resources consulting firm ifo last year, 39 per cent of human resources managers said they had troubles filling vacant apprenticeship places. Companies in industries that are said to be less fit for the future and less innovative struggle with finding junior staff.
But companies should not only be concerned about junior staff: Today, professionally experienced employees are often highly willing to change jobs. According to a 2016 study by forsa, about one third could imagine changing jobs – although they are highly satisfied with their current job.
So what attracts qualified junior staff and makes valuable employees stay with the company? This is where Employer Branding starts: What makes the company a good employer? What does it offer that others don’t? The Employer Value Proposition highlights the advantages of an employer for its (potential) staff. Does the company offer extremely high flexibility and room for creativity? Does it have the unique combination of hightech at work and the most beautiful landscape around? Does it help to solve important societal challenges?
This is worth exploring. Only if they know what an employer stands for, could employees (potentially) establish a relationship and identify with the company.