How Marketing Practices Can Drive Employee Acquisition and Retention
Be clear in communicating your value proposition
Your value proposition is the promise you make as a company to your employees. It defines what you will give in return for their dedication and talent, and it unites the organization under a common platform. You can then market that value proposition and platform externally to potential talent.
According to research from Gartner, organizations that effectively deliver on their value proposition can decrease annual employee turnover by under 70% and increase new hire commitment by nearly 30%.
PwC’s value proposition is a best-in-class example: Be Well, Work Well.
PwC prioritizes the well-being of employees across six different pillars: physical, emotional, spiritual, financial and social – which, according to the company, are proven drivers of performance, fulfillment and engagement. It understands that healthy and happy people make healthy and happy employees, as outlined on the careers page of their website. Above and beyond compensation and benefits, it’s a strong manifesto and message for existing and potential employees.
Lean on testimonials
Use non-traditional channels to market your offering
Appeal to the audience you already have
Focus your resources on your existing employees. Feeling connected to the company and its people is one of the key factors ensuring “job embeddedness” or retention. Build stronger relationships by bringing people together to foster meaningful connections. Employees will stay if they feel rooted in their job.
With a hybrid work model, companies must create opportunities for employees to deepen their relationships with their colleagues and the company.
A way to do this is to create social moments both inside and outside the workplace. Bring people together in person for town halls, all-hands meetings, award and recognition events and simple summer socials.
Interac is an example of an organization that invests in “face-to-face experiences” to help employees connect outside of day-to-day work while embracing a fully flexible work model.
Use experiences to build emotional connection
An experience that brings people together for a shared moment can build a lasting and meaningful impression, which in turn builds a strong emotional connection. Experiences are a great way to create positive “tentpole” moments for employees.
Nestlé recently launched their new employer brand #NestleChangemakers. Nestlé’s people-focused culture inspires employees to be curious, do things differently and move beyond job titles. This new employee platform celebrates Nestlé employees and empowers them to create real change through their work.
For its launch, 800 Nestlé employees gathered in person and online for a full day of learning, celebration and workshops that reinforced what it means to be a #NestleChangemaker. This was a meaningful way to immerse employees in the new employer brand and leave them feeling inspired, connected and motivated to make change.
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Senior Vice President, Client Experience
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