Top 50 SA 2009 Employer Index
Issue No. 46 - April/May 2009
In tough times, relationships rule
by Penelope Herbert
What shape will your employer brand be in when the global downturn is all over? In the wake of the collapse of global credit markets there have been massive layoffs by companies once seen as the ‘poster child’ of their sector - places where everyone wanted to work but only top talent could get in.
How times have changed in such a short time. These same organisations (whole sectors, in some cases) once enjoyed ‘preferred employer’ status but are now off the list for talented staff looking to switch jobs or graduates seeking to enter the job market for the first time.
All HR players - recruiters, job seekers, employees - have been impacted with companies implementing hiring freezes, lay-offs and shifting their focus from hiring to retaining almost overnight. Those without a game plan to reflect, adapt and react quickly have been hit hard. How you manage your employer brand during the downturn will not only impact on current and future sales, it will determine your attractiveness as an employer when the economy starts to grow again.
We have seen consumer boycotts of companies which manage massive lay-offs poorly. This is a good example of the link between your employer brand and your corporate and consumer brands. If you don’t manage your employer brand effectively you risk losing sales and market share.
Companies are beginning to realise the benefits of building relationships with their target audience. I am amazed, but not surprised, at the...
