Employer branding in times of crisis
A strong employer brand is advantageous in many areas, especially when dealing with a crisis. In this article, we explain why employer branding is particularly useful in times of crisis.
Employer branding: what is it actually?
Before we tackle the question of why employer branding is particularly important in times of crisis, let’s clarify what the term actually means.
Employer branding is about building an employer brand and a company profile that is attractive to specialists and managers. It also shows the company’s measures and strategies to position itself as an attractive employer. The aim is to present the company’s own advantages to the outside world in order to attract and convince new talent
Employer branding: using times of crisis to strengthen employee loyalty
Cohesion is particularly important in a crisis. Managers should convey a sense of security to their employees in times of crisis. It doesn’t help to merely feign optimism or to utter standard phrases such as “everything will be fine”.
Rather, the corporate strategy should be combined with employee management and communication and the following questions should be asked:
- How are we dealing with this crisis as a company?
- How do we communicate with employees?
Generally speaking, employer branding never takes a break and it makes sense to focus even more on it, especially in times of crisis. The aim is to give employees the security they need during the crisis. It is important that the needs of colleagues are taken into account.
Their needs are as varied as their colleagues themselves: Childcare, home office, flexible working hours (you can find out more about the topic of”flexible working hours” in our corresponding blog post), etc.
Key factor: Internal communication
Transparent internal communication is essential. Employees should feel well managed and need clear communication, which they then convey to the outside world. This is particularly successful in times of crisis. Always keep your employees up to date, even if you have not yet made a final decision or details are missing.
Statements such as: “We don’t know exactly what’s coming yet. However, as soon as we know more and something changes, we will let you know” are honest, transparent and strengthen cooperation.
In summary, the following factors are essential for good internal communication in times of crisis:
- Passing on information
- Regular coordination within the team & assessment of the situation
- Transparency in all matters
- Convey a sense of security
If you want to develop a successful employer branding concept, you need to ensure that internal and external communication are well coordinated. In a crisis, it is important that both the marketing and PR departments pull together.
If information is communicated differently to the outside world than internally, this creates uncertainty and mistrust among the workforce. The clear hierarchy here should be as follows: first the employees and then the public.
When it comes to sensitive issues such as salary cuts, short-time working or a new direction for the company, the workforce must always be informed first. This type of communication also strengthens the corporate culture enormously and enriches the company in the long term. But what happens in employer branding when the paths part after all?
Employer branding and the separation of employees
Employee separations can occur not only in times of crisis, but generally at any time. This is precisely why this is an important success factor for employer branding.
Sometimes heated discussions arise when employees are made redundant. If an employee leaves, separation discussions with the entire team and, of course, the individual colleague follow. The process of separation can also be decisive and it is not uncommon for the positive employer image to be severely affected.
A severance interview should be conducted in a professional, sensitive and respectful environment. Always bear in mind that the departing employee may rate you on public portals afterwards and that they will also talk about the interview with close colleagues.
After all, you want your employer brand to present a strong image in the future once the crisis is over. This is the only way to recruit new talent in the upcoming war of talents.
Professional separation management should definitely be an important part of your corporate and management culture in order to strengthen your employer branding.
Summary
We summarize in a few key points what you should pay attention to in employer branding in times of crisis:
- Strengthen employee loyalty at all times
- Employer branding knows no breaks
- Responding to the individual needs of employees
- Use clear & transparent internal communication
- Aligning external communication with internal communication
- Professional separation management has a positive effect on existing employer image
