NOVAS TENDÊNCIAS DE EMPLOYER BRANDING NAS REDES SOCIAIS

26-03-2013 |
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Employer branding é uma estratégia que visa gerir ativamente a imagem da empresa junto dos seus colaboradores e potenciais colaboradores através de iniciativas no mundo digital geradoras de valor, e acrescentado para os vários stakeholders.


 A competição para atrair e reter os melhores talentos do mercado está aumentando. O Employer Branding é uma estratégia desenvolvida com o objetivo de gerar uma imagem positiva de uma organização, para gerar reconhecimento por parte dos atuais colaboradores e atrair novos talentos.


 Esta estratégia constituída pelos esforços combinados de uma empresa para comunicar tanto para os trabalhadores atuais como para os do futuro, o que faz da empresa um lugar atrativo para se trabalhar, assim como o trabalho contínuo para melhorar a imagem institucional da empresa.


 Atualmente, enfrentamos novos desafios na busca por candidatos no local de trabalho, e, com a crise econômica mundial, com as mudanças na tecnologia, esse processo se tornou mais flexível, mais independente e mais sensível. Com esse cenário, nasceu a necessidade de criar uma identidade comum a todos os empregados, independentemente de suas expectativas e formas de trabalho. Este é o lugar onde precisamos enfatizar e fazer bom uso das redes sociais para incluir o público heterogêneo, com diferentes objetivos, prioridades, visões, culturas e ideais.
 
A Internet e as redes sociais nos permitem direcionar nossas mensagens e campanhas de Employer Branding, e, dependendo da rede ou canal onde se opera (Facebook, Twitter, Linkedin, trabalho portais 2.0, etc), é possível adaptar a mensagem, a linguagem e a forma de se relacionar com esses stakeholders.


 Dois pontos importantes a se ter em mente ao usar as redes sociais como ferramenta de Employer Branding são:

 

  • Transmitir o que representa trabalhar na empresa em vez de vender ofertas de trabalho. Se queremos atrair e capturar o talento que melhor se adapta a nossa organização, temos que comunicar nossa essência transparente, emocional e crível. Empresas como Google, KPMG, e Microsoft1, conseguiram transmitir esta mensagem com sucesso, associando sua marca com uma experiência emocional, o "sentimento positivo".

 

  • Segmentar o target de candidatos e personalizar o relacionamento com eles. É essencial para identificar e selecionar nossos segmentos-alvo identificar os atributos que eles mais valorizam e como queremos ser percebidos, para assim passar uma imagem valorizada da própria empresa. Para isso, deixe de lado as descrições clássicas, em que apenas lista os requisitos em termos de formação, experiência e conhecimento, e destaquer o que você realmente quer saber e o que quer encontrar em um candidato.

 
 A pergunta agora é: estamos preparados para atrair o melhor talento e oferecer a ele o melhor de nossa organização?

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