Nuevas tendencias de Employer Branding en las redes sociales

20-02-2013 |
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Employer Branding es una estrategia que apunta a generar una imagen de organización exitosa, para atraer al mejor talento. Internet y las redes sociales nos permiten optimizar nuestros mensajes y campañas de Employer Branding mejorando la forma de relacionarnos con ellos.

 

La competencia para atraer y retener a los mejores talentos del mercado va en aumento. El Employer Branding es una estrategia diseñada con el objetivo de generar una imagen de organización exitosa, para atraer estos perfiles.

 

Consiste en la suma de esfuerzos de una empresa para comunicar, tanto a los trabajadores actuales como a los futuros, qué es lo que la hace un lugar atractivo para trabajar, así como la labor continua para mejorar la imagen de la empresa.

 

Actualmente nos enfrentamos a nuevos retos en la búsqueda de candidatos en el mundo laboral, que con la recesión económica y los cambios tecnológicos, se ha vuelto más flexible, más independiente, más colaborativo y mucho menos seguro. Ha nacido la necesidad de crear una identidad común que agregue a todos los empleados, sean cuales sean sus expectativas y formas de trabajar. Es aquí donde debemos hacer hincapié y hacer buen uso de las redes sociales para abarcar públicos heterogéneos, con objetivos, prioridades, visiones, culturas e ideales distintos.

 

Internet y las redes sociales nos permitirán segmentar nuestros mensajes y campañas de Employer Branding, y dependiendo de la red o canal en donde estemos presentes (Facebook, Twitter, Linkedin, portales de empleo 2.0, etc.), adaptaremos nuestro mensaje, lenguaje y forma de relacionarnos con ellos.

 

Dos puntos claves que debemos tener en cuenta al momento de utilizar las redes sociales como herramienta de Employer Branding son:

 

  • Transmitir lo que representa trabajar en nuestra empresa en vez de simplemente vender nuestras ofertas de trabajo. Si queremos atraer y captar el talento que mejor se ajuste a nuestra organización, tendremos que comunicar nuestra esencia de manera transparente, emocional y creíble. Empresas como Burberry, Nike, Pepsico, Zappos o Starbucks, han conseguido transmitir este mensaje con éxito, asociando su marca a una experiencia emocional, la “sensación de familia”.

 

  • Segmentar nuestro target de candidatos y personalizar la relación con ellos. Es esencial identificar y seleccionar nuestros segmentos objetivos, los atributos que más valoran y cómo queremos ser percibidos para trasladarles de forma personalizada, nuestra propuesta de valor como empleadores. Dejar de lado las descripciones de puestos clásicas, en donde únicamente se enumeran los requisitos necesarios en cuanto a experiencia, formación y conocimientos, y resaltar lo que realmente quiere saber y busca el candidato.

 

Una pregunta que surge ahora es: ¿Estamos preparados para atraer el mejor talento y ofrecerles lo mejor de nuestras organizaciones?

 

En SNTalent ofrecemos una serie de workshops a cargo de Ivan Sala, fundador de SNTalent, en donde potenciamos la importancia de estas y otras estrategias, brindando herramientas para gestionar el talento humano dentro de las empresas.

 

Próximos Workshops:

Barcelona 22/02/2013: Workshops Rclutamiento 2.0 Barcelona

Zaragoza 08/03/2013: Workshops Rclutamiento 2.0 Zaragoza

Madrid 14/03/2013: Workshops Rclutamiento 2.0 Madrid

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