The Returning to the Office after COVID: Rethinking How & Where We Work

Returning to the office has taken on a new meaning. As we return to work, we now reflect that more than a year ago, the World Health Organization declared COVID-19 a global pandemic. So, in the years to come, we’ll look back on how the pandemic’s lasting effects have permanently reshaped the workplace and the world at large and how organization’s handled the return to work.

So what does a return to work look like? Right now, the fog of the present obscures what our “new normal” will look like. As work becomes increasingly digitally enabled and uncertainty continues, many employers are wondering when or if they should return to the workplace, as well as how exactly to go about the process.

So, in this article, we’ll cover what employees expect from employers during their return to work, how employers are leveraging the hybrid workforce model, and strategies that organizations should consider implementing while planning a safe return to the workplace.

The Return to Work: Employer Preparations Versus Employee Expectations

return to work

The pandemic has tested the employee and employer relationship. Employers have supported their workforce to an unprecedented degree in ways they hadn’t before and under greater scrutiny. Meanwhile, workers have shown incredible resilience and adaptability as they worked to remain productive amidst the challenges of the pandemic.

Then, the development of vaccines raised confidence in returning to the workplace, but uncertainties remain about how to bring employees back safely. As such, employers should develop a return strategy that helps meet their business goals, while also addressing employee expectations and the need for increased flexibility.

According to PwC’s U.S. Pulse Survey, employees reported that their preferred work arrangements were:

return to office after covid

Interestingly, according to a report from The Conference Board, returning employees to the workplace is more important for U.S.-based employers. Specifically, the survey found that, among U.S. executives, 22% said returning employees to the workplace was a priority, while only 5% of their global counterparts agreed.

In the next section, we’ll discuss how employers and employees can find common ground through a hybrid workplace model.

Returning to the Office: The Workforce of the Future is Hybrid

While both employees and employers have varying expectations on what a return should look like, one thing is clear: everyone expects more flexibility in the workplace, and a hybrid workplace model combines characteristics of remote and on-site work. In a hybrid workplace, some or all employees are free to choose where and when they work; they can also divide their time between working from home, a co-working space or their organization’s office.


Granted, whether an employer can offer a hybrid workplace model depends on multiple considerations, most notably the industry and job type. While there are a variety of careers and roles that require employees to be on-site every day, Gartner estimates that nearly two-thirds of employees—mostly knowledge workers—can work remotely at least some of the time. They can fully focus on tasks without the noises and interruptions of the traditional workplace environment. They can choose to work when they’re feeling most productive, whether that’s in the middle of the night or first thing in the morning. When employees are happier, better rested and less stressed, they do better work.

Employee Wellbeing and Returning to the Office

Being free to work when and where they please has a significant positive influence on employee satisfaction. For instance, in a SurveyMonkey study, employees who worked remotely reported feeling happier than their colleagues who remained working in the office. However, for others, working remotely can be isolating and even distracting. Clearly, a hybrid workplace mitigates many of the downsides of pure remote work to create a professional space outside of the home for employees to collaborate and socialize with colleagues.

Lowered Costs

In a hybrid workplace, there’s no need for row after row of assigned desks. Instead, once an organization knows how many employees will be in the office at any given time, employers can plan around new occupancy levels to cut down on the cost of rent and other expenses.

Safety

For extra safety returning to the office, a hybrid workplace also helps keep employees safe during the pandemic by: reducing the number of people in the workplace at any one given time; creating ample personal space; and making it easier to stay distanced. Flexible workers can also commute during off-peak times or work from home if they or their family are at particular risk.

Return to Work: The Hybrid Workforce in Action

For example, at IBM an employee’s office attendance requirement is determined by work deliverables or the need for team collaboration. While at, Ford office workers are required to be on site for specific meetings or projects, otherwise they are permitted to work remotely. At UberCitigroup and H&R Block employees are required to be in the office two to three days per week.

Conversely, some employers place workers into tiers. For instance, Salesforce divided their hybrid workforce into three tiers: flex employees in the office one to three days per week, fully remote employees and office-based employees required to be in the office four to five days per week. Similarly, TIAA will group employee roles into four categories: fully remote, mostly remote, mostly on site, and fully on site.

Supporting Your Employees Return to Work

As expected, balancing the physical and emotional wellbeing of employees with the business needs of the employer has been a top challenge for talent and HR leaders throughout the COVID-19 pandemic. As an example, when PwC’s COVID-19 Global CFO Pulse Survey asked, “Which of the following is your company planning to implement once you start to transition back to on-site work?”, CFOs responded:

returning to office after working from home covid-19

Mental Health and Workplace Stress

The COVID-19 pandemic has impacted everyone’s mental health to some degree, so feelings of anxiety and hesitancy around returning to the workplace should are to be expected.  Now more than ever, leaders and managers need to demonstrate compassion and understanding. Employers should invest in new mental health resources for employees in need. This can take the form of an Employee Assistance Program (EAP) or a referral to external organizations that can crisis intervention, counseling, or other assistance. Plus, easy access to and promotion of an employer’s EAP can help provide many helpful resources for employee mental health in the workplace.

Flexible Paid Sick Policy

For workers with limited paid sick time, testing positive for COVID-19 comes with potential repercussions to their livelihood. To mitigate the potential loss of income, employer should consider implementing a flexible paid sick policy that offers employees additional paid time off if they do contract COVID-19. This may put employees, who would otherwise worry about the repercussions of getting sick, at ease. Paid sick leave policies should also communicate the importance of staying home when feeling unwell (even if unsure) while making it clear that doing so will not impact that employee negatively. For more information and guidance on sick leave policy and returning to work after

Create Clear and Consistent Communications

An action plan for returning to the workplace is only as effective as an organization’s ability to clearly articulate the details of the plan to employees in a way that everyone understands. Moreover, communicating with employees about plans to reopen can help keep them engaged and provide a sense of normalcy. Employees will want to hear about their employers reopening plans, from social distancing to wearing personal protective equipment (PPE) as well as details about workplace layout and exactly who is required to return and when.

Returning to Work After COVID: Conclusion

Returning to Work After COVID

COVID-19 has taught us a lot about how we live and how we work. It has laid bare that our usual routines are not set in stone, and that alternative ways of working and building community within in organization are not just viable but can have a lasting impact on our happiness, productivity and wellbeing. The future of work is flexible, and more businesses are turning to the hybrid model as a way to achieve the flexibility their employees need. Going forward, the concept of the workplace in the minds of many employees and organizations will no longer be confined to a physical space, rather a hybrid mix of places and spaces where work can be accomplished. 

The Great Resignation: Turning Turnover Around

At the onset of the COVID-19 pandemic, employers across all industries faced difficult personnel decisions as organizations were forced to reduce their workforces. Now, as a sense of normalcy and stability returns, employers find themselves facing a new challenge: The Great Resignation.


According to the State of Employee Engagement Q2 2021 conducted by TinyPluse, human resources and C-suite leaders expect that only 8% of their employees will choose to quit once COVID-19 restrictions are fully lifted, while one-quarter believes no one will quit. However, executive optimism stands in stark contrast to employee behavioral studies. On the high end, career website Monster found that 95% of workers were currently considering quitting their current position, and Microsoft research found that 41% of the global workforce was debating leaving their current employer in 2021.


So, how can employers mitigate talent turnover and start building their workforces for the economic recovery? In this article, we’ll explain the Great Resignation, take an in-depth look at what job candidates are looking for from employers and provide retention strategies for navigating the current talent landscape.

What is the Great Resignation? The Great Resignation is Here and It’s Real

the great resignation statistics

The great resignation is here and it’s real. In the wake of the pandemic, workers are expecting more from their employers. In particular, they expect employers to help alleviate—or at least acknowledge—their concerns, needs and special circumstances. Notably, organizations that failed to do so have suffered.

While every sector is experiencing an increase in resignations, the healthcare, retail, hospitality and restaurant industries have been hit the hardest. For some workers in these industries, it’s because these jobs have extensive interaction with the public and employees are worried about the risk to their health. Meanwhile, others—specifically those in lower-wage jobs—are pivoting to new careers that promise better pay, benefits or rewards during the Great Resignation.

The Great Resignation is a term coined by researcher Anthony Klotz of Texas A&M University. It refers to the massive, economy-wide increase in job turnover that is expected to accompany the end of COVID-era regulations, business closures and work-from-home mandates. According to Klotz, there is no single factor responsible for the Great Resignation. Rather, numerous motivators are inspiring employees to consider changing jobs.

For instance:

  • Many employees who would have otherwise already quit their jobs stuck with their positions for the duration of the pandemic. And, now that job security is less important, people in this group are preparing to finally make the change they’ve been postponing.
  • The stress of the pandemic contributed to higher levels of employee burnout, which is associated with higher turnover rates.
  • Time away from the workplace has led some people to consider rebalancing their priorities to focus more on their families or hobbies. Others are reevaluating how their careers align with their values and interests.
  • Millions of employees experienced the flexibility and convenience of remote work for the first time during the pandemic. As a result, many do not want to return to the office, even after the Great Resignation ends.

Klotz’s assessment aligns with data collected from Achievers Workforce Institute’s Engagement and Retention Report. The report found that employees’ reasons for leaving were the following:

how to recruit employees

As you can see, the data shows that some workers are resigning based on how their employers treated them during the pandemic. Likewise, workers who may have been teetering on the edge of quitting pre-pandemic were also pushed to a breaking point with the additional stress brought on by COVID-19. And, although workers have always cared about their work environments, now there’s an entirely new dimension: An increased willingness to leave a role if dissatisfied. To that end, in the next section, we provide proactive strategies for retaining your workforce amid recovery.

external recruiting

Retaining Talent During the Great Resignation

the great resignation is here and it's real

With so much riding on successfully retaining talent right now, it’s particularly important for employers to get it right. As such, employers need to better understand what drives and sustains career satisfaction among their employees. Below, we outline strategies for gaining insights into your workforce that can help you better retain talent amid the Great Resignation.

Professional Development & Advancement Opportunities

Well-thought-out professional development and internal mobility programs can provide your employees with opportunities and clear direction on how to increase their skills and advance their careers within your organization.

“Career management continues to be a top driver of attraction, talent retention and sustainable engagement for most employees,” wrote Laurie Bienstock of Willis Tower Watson in an article published by HR Dive. “Effective career management at many organizations remains elusive. That’s one of the main reasons so many of today’s employees feel they need to leave to advance their careers.”

Fortunately, with an expanded skill set, not only will employees feel more empowered, but they’ll also have more tools to help your organization—a win-win scenario. When starting a professional development program, leverage the expertise you have within your organization.

For instance, senior employees can serve as mentors and help mentees sharpen both their soft skills and technical skills; gain practical knowledge, institutional insights and hands-on guidance; and become more valuable and versatile employees.

Reinforce Your Workplace Culture

As employers transition toward a hybrid workforce to address the challenges presented by the pandemic, fostering a workplace culture that is consistent both online and in-person has become more challenging. So, consider what matters
most to the employees in your organization. If diversity and inclusion is a priority, remote work can provide the opportunity to bring in hires from around the world who otherwise would not be available. Similarly, if professional development and
mentorship are most important, think about how online tools can be used to foster these types of relationships.

Employee Benefits & Wellbeing

The right employee benefits can be influential when workers are considering resignation. According to Prudential’s Road to Resiliency study, threequarters of all talent surveyed factor benefits into their decision regarding whether to stay or leave a job.

Namely, benefits can include items like insurance, equipment allowances or childcare, but can also cover things like gym memberships, reimbursements for phone bills or weekly coffee allowances. What’s more, benefits focused on employee wellbeing—such as providing therapy vouchers or additional paid time off (PTO) for leisure activities or to take care of themselves and their families—can go a long way to engender greater loyalty in your workforce

Conduct Stay Interviews

In some ways, “stay” interviews are similar to exit interviews; they’re both used to identify reasons employees like or dislike their job. They can also uncover concerns or issues that an employer may be unaware of.

However, stay interviews can actually be more valuable than exit interviews because they provide insights that employers can leverage to motivate and retain employees before they decide to leave. Questions to ask during a stay interview:

  • What keeps you working here?
  • What do you enjoy about your job?
  • What would cause you to leave the company?
  • What would you like to change about your job,
  • team or department?
  • If you could change one thing about the
  • company, what would it be?
  • Have you ever thought about leaving the
  • organization?
  • What motivates you at work?
  • Do you feel appreciated in your role?
  • Where do you see yourself in five years?

Employers can use the information gleaned from stay interviews to guide company policy; make improvements in corporate culture; and keep talent engaged and wanting to stay. COVID-19 has profoundly changed what employees expect from employers, and attributing record-high resignations simply to salary concerns misses the bigger trends in growing the workplace.

In truth, the pandemic has changed the way employees work and how they view their employer. Now, many workers are reflecting on what a quality workplace feels like—and many are willing to quit to find a better one. As a result, reversing the tide of resignations in your organization requires leaders who care; who engage their teams honestly; and who give workers a sense of purpose, inspiration and motivation to
perform.

Retaining Talent Begins with Reevaulating

Whether that is achieved through flexible work policies, improving benefits, sharing common values or unique career opportunities, it’s essential that you listen to your employees’ needs, keep checking in on them, and work together to create a workplace that is not only able to serve you both, but one that can also make you both happy, as well.


Supporting Service Members with Career Counseling for a Major Retail Chain

Supporting Service Members with Career Counseling for a Major Retail Chain

Supporting Service Members with Career Counseling for a Major Retail Chain

A major multinational retail chain partnered with PeopleScout to support its counseling program for transitioning members of the military, veterans, military spouses, and National Guard and Reserves who are looking to take the next step in their career.

Dedicated career coaches for all program participants

Customizable career paths for participants 

Virtual intake meetings and ongoing calls

Situation

This retailer has partnered with PeopleScout since 2013 to support its veteran hiring initiatives. In 2013 when the program launched, veteran unemployment was higher than civilian unemployment. PeopleScout supported the client with direct placement, helping veterans honorably discharged on or after Memorial Day 2013 to find jobs at the retailer. The spouse component was added in 2018.

In 2019, while the veteran unemployment rate had dropped to just under 3%, the retailer was aware of the challenges that military service members were still facing when transitioning to civilian employment. The client wanted to reinvent the program to put an emphasis on career coaching and counseling for all service members to help them apply their leadership skills and teamwork experience to new careers.

Solution

The new program, which officially launched in May 2021, broadens the umbrella of the program to include veterans of any era and actively serving members of all branches of the military, military spouses, and National Guard and Reserves as well. It connects program participants to a plethora of resources from various organizations that have been vetted by the client.

When a new member registers for the program, PeopleScout assigns them a coach who helps facilitate the transition into civilian work. The PeopleScout coach schedules a virtual coaching session with the participant to perform an initial intake. This intake assesses skills, helps identify goals and determines the time commitment they can make to the program.

From there, participants confirm three paths: employment, education, or entrepreneurship.

EMPLOYMENT

PeopleScout career counselors help participants assess their strengths, build their resume and translate their military experience in a way that it applies to the civilian workplace. They also help service members and spouses find opportunities that match their career goals—whether that means employment with the retail client or another organization.

EDUCATION

PeopleScout coaches help participants get the educational foundation they need to reach their overall career goals.

ENTREPRENEURSHIP

PeopleScout helps connect participants with the right resources to start their own businesses.

This emphasis on career counseling allows the participant to drive the program at their own pace and use their coach as much or as little as they like. Service members and spouses can take what they want from the program as they build their future.

Results

  • 3,500+ registrants since program launch

At a Glance

  • COMPANY
    Multinational retailer
  • INDUSTRY
    Retail
  • PEOPLESCOUT SOLUTIONS
    Recruitment Process Outsourcing, Talent Advisory
  • ABOUT THE RETAILER
    This U.S.-based retailer operates in 24 countries with 2.3 million employees. The organization has a rich history of supporting and hiring veterans and their spouses.

Progress in Action: Moving Toward A Globally Diverse and Inclusive Workplace

Progress in Action: Moving Toward A Globally Diverse and Inclusive Workplace

Improving organizational diversity is a honorable pursuit for employers across all industries and should be a consistent point of focus for forward-thinking talent teams. Building productive teams from a pool of qualified job seekers irrespective of nationality, gender-identity, ethnicity, religious background and sexual orientation is essential to creating a workplace that reflects the communities that it serves.

So, how can you help your organization better connect with, source, engage and recruit a more diverse and inclusive workforce? In this ebook, we examine how your organization can update your DE&I program with modern diversity strategies.

In this ebook you will learn:

  • How to accurately measure your DE&I program’s progress and goals
  • How to source candidates from underrepresented groups
  • Real-world DE&I success stories and more

Hispanic and Latinx Diversity and Inclusion in the Workplace

At PeopleScout, we are committed to providing you with information to help guide you on your DE&I journey. We aim to cover a wide range of DE&I topics, including issues regarding BIPOC, the LGBTQ+ community, gender gaps, people with disabilities and more. This article is the next in our library of DE&I resources, and specifically focuses on the Hispanic and Latinx community. 

In the U.S., National Hispanic Heritage Month is observed from September 15 to October 15 to honor the cultures and contributions of both Hispanic and Latinx Americans by celebrating the histories, cultures and contributions of American citizens whose ancestors came from Spain, Mexico, the Caribbean and Central and South America. 

And it’s no doubt their contributions have been great—especially in the workforce and to the economy. Consider the impact this group has had and will continue to have in the future: 

The Current and Future Workforce 
Hispanics are the nation’s second-fastest-growing racial or ethnic group in the U.S., making up 18% of the population in 2019, up from 16% in 2010 and just 5% in 1970. Nearly 60% of U.S. Latinos are Millennials or younger. 

Creators of Jobs 
Within the last decade, 86% of all new businesses in the U.S. have been launched by U.S. Latinos, with Latinas creating business six times faster than any other group. 

Increasingly Educated 
Over the past decade, the Hispanic high school dropout rate has dropped dramatically while college enrollment has increased, with about 41% of U.S. Hispanic adults ages 25 and older having at least some college experience in 2018

Yet, organizations still lack Hispanic representation across all seniority levels. People of Hispanic or Latinx ethnicity make up 18% of the labor force but only 4.3% of executive positions in the U.S., making the gap between the labor force and executive representation wider among Hispanics than any other group. 

So how can organizations do their part in closing this gap? Employers should make conscious efforts to attract and retain this diverse group of talent and provide them with opportunities for growth and development. 

Understanding the Many Names of this Diverse Group  

Before you can effectively attract candidates from Hispanic and Latinx backgrounds, it’s important to understand the terminology that identifies this unique group.  

According to Pew Research Center, “the terms ‘Hispanic’ and ‘Latino’ are pan-ethnic terms meant to describe—and summarize—the population of people living in the U.S. of that ethnic background.” 

Some have drawn distinctions between the two terms, and their widely used definitions can be summarized as the following: 

Hispanic: A person residing in the U.S. with descent from Spanish-speaking countries (this excludes Brazil, where Portuguese is the official language). 

Latino: A person of Latin American descent residing in the U.S. (this includes Brazil but excludes Spain). 

However, this group has mixed views on how they prefer to describe their identity, with over half describing themselves by their country of origin.

In recent years, a new term has emerged as an alternative to Hispanic and Latino: Latinx. The term is one of many in the global movement around gender-neutral language. Latinx serves as a gender-neutral alternative to Latino and Latina and aims to encompass Latin American and Hispanic people from all racial backgrounds while also including those who identify as transgender, queer, agender, non-binary, gender non-conforming or gender fluid. 

According to trend data from Google, the term first appeared online in 2004, but didn’t begin to gain momentum and wider usage until 2014. Today, it sees use around the world, most often in the U.S.  

And much like the terms ‘Hispanic’ and ‘Latino’, surveys also reveal mixed feelings on ‘Latinx’ among the population it is meant to represent. Younger people, ages 18-29, are most likely to have heard of and use the term, while older people 65 and up are least likely. Specifically, use is the highest among young Hispanic women—14% say they use it, compared to the 1% of Hispanic men in the same age range. Here are other factors that impact how likely a U.S. Hispanic person is to have heard of Latinx and use the term: 

Whether the term Latinx should be adopted as a pan-ethnic term for the U.S. Hispanic and Latino population is still up for debate, with one third of those who have heard the term believing it should be used more broadly, according to data from the Pew Research Center
 
Like many scholars, journalists, activists and publications, PeopleScout will opt to use the term for the remainder of this article in an attempt to better include the many groups of people who make up the Latinx population. 

Strategies to Recruit and Retain Hispanic and Latinx Candidates 

If your organization is committed to improving its diversity, equity and inclusion practices, Latinx employees are a vital group to include in this initiative. Latinx individuals come from a wide variety of backgrounds, making the group extremely diverse in culture within itself. By including people from this group across your organization and in executive positions, your business will be better equipped to evolve and innovate as time goes on. Consider these strategies for recruiting and retaining Latinx candidates. 

Recruit with Intention 
Employers need to be intentional in improving representation of Latinx employees in leadership and across the workforce. Make it a point to recruit from industries and universities that are highly diverse

“If you do not have intentionality with diversity and inclusion, you have nothing.” – Cid Wilson, President and CEO of the Hispanic Association on Corporate Responsibility (via Invariant) 

Utilize Employee Testimonials 
Show candidates that your organization is home to diverse talent by showcasing those employees in your recruitment marketing tactics. You can share their experiences working for your organization through quotes, videos, personal stories or recruiting case studies. It is especially important to highlight diverse talent from all levels of your business. 

Expand Your Search 
When possible, it can be beneficial to expand your talent search nationwide, or even internationally as your organization allows. With the immense rise in remote work since the onset of the pandemic, many Latinx candidates will be looking to organizations with remote and flexible work options as they make the next move in their careers. Or, if your business requires in-person work, a competitive offer might have that top talent considering relocating for the position. 

Leverage Employee Networks 
Look to your existing Latinx employees, as well as all employees, for diverse referrals. In addition, you should seek input from these employees on how to attract candidates with similar backgrounds, as well as hear their ideas for organizational change and goals. In other words, empower them to have a voice. 

Provide Mentorship 
Even if your organization is highly diverse, any member of a minority group might feel excluded at times. By providing opportunities for mentorship both with individuals of the same background as well as those with different backgrounds, employees will feel more included. Encourage mentors to help employees meet their professional goals so they can grow within the organization. 

How to Support Your Hispanic and Latinx Employees 

Recruiting Latinx employees is the first step in improving diversity in your organization. The next is focusing on ways to make those employees feel supported and included.  

For example, at PeopleScout and the broader TrueBlue organization, we have the Hispanic Opportunity & Latin Awareness (HOLA) employee resource group to embrace and support our Latinx employees and 
associates within the communities we serve. HOLA aims to increase cultural competency and awareness around Latinx issues and concerns throughout TrueBlue, support TrueBlue’s efforts to attract and retain the best Latinx talent and provide the development and support necessary for Latinx employees to grow both personally and professionally. 

Here are examples of other companies with impressive initiatives to support their Latinx employees: 

Coca-Cola 
Coca-Cola’s “Hispanic Leadership Business Resource Group” offers its Hispanic and Latinx employees development, networking, community involvement opportunities and helps the company drive innovative business ideas. In 2017, the group had an idea for a Point-of-Sale Spanish Adaptation Tool which allowed bilingual employees to submit their interpretation of Coca-Cola taglines and phrases in different Spanish dialects to avoid the phrases losing their meaning through literal translations.  

Furthermore, the company showed their commitment to Hispanic and Latinx employees when there was uncertainty about Dreamers in the U.S. by covering the $500 DACA renewal fees for employees in the program. 

Ellucian 
Ellucian, a software and solutions development company for higher education, gave employees a sense of belonging by celebrating their heritage. The company planned volunteer events, office potlucks celebrating Latinx and Hispanic culture, highlights of influential Hispanic Americans, and an Instagram takeover for Latinx employees to share their experiences working at Ellucian. The first takeover on the company’s Instagram account came from the leader of ¡wepa!, the company’s Latinx ERG. 
 
General Motors 
General Motors, a vehicle manufacturing company, supports Hispanic employees from the very beginning by specifically targeting professional Hispanic organizations and Hispanic Serving Institutions as part of their recruiting strategy. The company focuses on raising the number of Hispanic professionals in STEM through their recruiting efforts and by providing over $5 million in scholarships for Hispanic STEM students. 

Leidos 
When the defense, aviation, IT, and biomedical research company discovered that the Hispanic and Latinx community was being disproportionately impacted by COVID-19 nationwide, they made it their priority to help. Leido’s Latinx ERG partnered with the Mayor’s Office on Latino Affairs in Washington, D.C. and Neighborhood Health in Alexandria, VA to donate more than 6,000 face masks and 1,500 bottles of hand sanitizer to help combat the spread of COVID-19 within Latinx communities in those areas. 

You can find more examples of companies who prioritize their Hispanic and Latinx employees here

Hispanic and Latinx Inclusion in the New World of Work 

The new world of work is not just about where and how work is done, but it’s about the people who are doing the work. It’s a candidate’s market, and people will choose employers who care about their employees as people. In order to be truly successful, organizations must fully understand their workforce, starting with their employees’ diverse backgrounds and identities.  

By understanding your underrepresented groups of people, like Hispanic and Latinx employees, consciously recruiting them, celebrating their heritage and investing in their growth, we’ll work our way toward a workforce with equal representation and strong inclusion of diverse groups across industries and at all levels of seniority. 

Leveraging Your Employer Brand to Stand Out in a Sea of Job Openings

It’s no secret that the pandemic greatly impacted the labor market over the past year and a half. First, job openings plummeted, and unemployment skyrocketed. Now, we’re amid the Great Rehire and organizations are finalizing plans to reopen offices and get back to business as usual.  

As lockdowns ease, vaccination numbers rise and consumers get back to spending, job openings are at an all-time high—as a result of millions of prime-age workers leaving the labor market or switching to part time. Employers in industries like leisure and hospitality, healthcare, manufacturing and more are struggling to fill open positions with qualified talent. 

So, with all these open jobs, how can employers stand out above the competition to attract the next generation of top talent? It starts with focusing on key ideal candidate touch points—from your employer value proposition (EVP) and employer brand to your recruitment marketing strategy, careers site and application process.  

In this article, we’ll take you along the candidate journey and touch on each aspect you should address to make your open roles stand out in a sea of job openings.

Create an EVP and Employer Brand that Speaks to Your Ideal Candidate  

The ideal candidate journey begins long before the candidate even applies to your job, when they first engage with your employer value proposition and your employer brand. At PeopleScout, we define your EVP, as capturing the essence of your uniqueness as an employer and the give and get between you and your employees. In many ways, your EVP is the foundation of your employer brand—the perception and lived experiences of what it’s like to work for your organization. 

Your EVP and employer brand carry a lot of weight for the next generation of top talent, because they serve as differentiators between your brand and competitors and allow you to align your organization’s purpose with your candidates’ passions. It is important to do your research and be aware of what candidates hold in high regard, such as the opportunity for growth personally and professionally or the importance of diversity, equity and inclusion in the workplace. Learn what drives your ideal candidate, identify what drives your organization’s mission and values, and establish an EVP and employer brand that speaks to both.  

Building an Employer Brand for the Lawyer of the Future 

The Situation:
Linklaters approached us with a talent problem for the ages. They needed an entirely new type of lawyer. The profile Linklaters recruited for in the past would no longer bring them the ideal candidates necessary to secure and expand on their position as a heavyweight global law firm. 

The Research: 
We conducted one-on-one interviews and focus groups with hundreds of professionals in 20 Linklaters offices across Europe, North America and Asia-Pacific. The output of these interviews gave us everything we needed to create the EVP and the framework of the brand on which to build our global advertising campaign. 

The Solution: 
We created an employer value proposition that was a combination of big picture philosophical and a Linklaters-specific selling point. 

GREAT CHANGE IS HERE 

Message: Change is healthy and exciting, as well as unavoidable. Join this modern, international, hugely diverse cohort and you’ll have a truly influential voice that redefines the legal sector and sets you up for an ever-evolving career. 

The Results: 
Glassdoor scores for Linklaters have risen by 8% in the last two years and, importantly, applications from female lawyers – which was a key objective – have increased since the EVP launch. 

How to Communicate with an Ideal Candidate through Recruitment Marketing  

After evaluating your organization’s EVP and employer brand, it’s time to showcase both in your recruitment marketing strategies. Digital recruitment marketing is a way for employers to source and attract potential candidates, it can include social media, email marketing, display advertising and more. Consider these three stages when building your recruitment marketing strategy: 

Stage One: Increase Awareness 

When it comes to increasing awareness with recruitment marketing, you want to reach ideal candidates and promote your organization as desirable. To ensure you are marketing yourself properly, it can help to create content that drives a potential candidate to come back to your site, even if they aren’t actively looking for a job. 

For example, acknowledging company accolades and awards can spark interest in your organization for both active and passive candidates, like this Instagram post from HubSpot. However, content at this stage does not need to be directly correlated to your organization to be effective. Content regarding professional development and motivation can also lead ideal candidates to inquire further on your website, such as these resume tips from Nestle Purina.   

Stage Two: Generate Interest 

Now that you have increased awareness, the next step is to generate interest. You have succeeded in showcasing your organization’s knowledge and place in the industry, now it’s time to show what it is like to work at your company. This is where you stress your employer brand, especially via social media. This can give potential candidates an inside look as to what it’s like to work for your company.  

A great way of promoting your company culture is giving firsthand experiences from current employees, via quotes about their experience working at your company

Social media is a powerful tool that not only generates interest but can also increase applicants for vital roles. For example, PeopleScout helped this manufacturing client increase the number of female applicants and hires in a male-dominated industry. Through the usage of employee spotlights, videos and stories to showcase how women are integrated into the culture and integral to the company’s success, the client was able to increase female hiring by 3% annually from 2018 to 2021. 

Stage Three: Nurture the Decision 

After increasing awareness and generating interest in your company, it is now time to promote open positions and the benefits, perks and compensation that will come with these roles. The promotion of open roles within your organization will lead the candidate to your careers site, which will play a pivotal role in the candidate’s journey toward employment with your organization. Here, it is important to do research on your competitors to see what they are offering for similar open roles. If a competitor is offering better pay, benefits, or perks, that can be a deciding factor for an ideal candidate to choose them over your organization, despite your strong recruitment marketing strategy.  

Build a Careers Site that Stands Out 

At this point in the candidate journey, the potential applicant has made their way to your organization’s careers site. It’s important to remember that a careers site is not only an area for job postings, but it is also home to many opportunities to stand out above competitors. For example, your careers site is a great place to reiterate the employer value proposition you built out in your recruitment marketing strategies to ensure that message is carried through every step of the candidate journey. Your careers site should be inclusive of everything a potential candidate would like to know about what it would be like to work for your organization. Consider these key areas of opportunity when refreshing your careers site:  

Ensure Accessibility 

In the digital age, it is important to make sure your careers site is user-friendly for those on a computer or a smart phone, especially since 61% of applicants applied to jobs via a mobile device in 2020. If a candidate struggles to navigate your careers site, chances are they won’t be staying on that site for long. It is also important to make sure your careers site is accessible for those with disabilities. Here are some suggestions from SHRM on how to make your careers site accessible for all:  

  • Screen reader compatibility  
  • Alternative text for images  
  • Color contrast 
  • Keyboard accessibility 
  • Controls for moving content  
  • Captions  
  • Controls for timed content  
  • Labeled forms  
  • Accessible downloadable files  
  • Plain language  

Search Engine Optimization 

It is important to utilize search engine optimization on your careers site. This can play a pivotal role in your careers site showing up first over a competitor on major search engines. The usage of keywords and traditional, highly searched titles will play an important role in helping your roles stand out above your competition. Research of popular keywords can boost your place among major search engines, leading potential candidates to your careers site first. Google Analytics and UTM tracking codes are important tools to utilize in your SEO journey to track and report where your clicks are coming from.  

Provide a Personal Touch 

On your career site, adding a personal touch, such as a welcome video, can go a long way. It can help the candidate see the human side of your business; it can offer an inside look of the facility and it is also an opportunity to showcase where these applicants may fit in within the structure of the organization.  

This is a great chance to sell the applicant on working for your company and really showcase your company culture. Offer insights, quotes or firsthand experiences from senior leaders to newly brought on employees. Highlight opportunities for growth both personally and professionally and provide examples of success stories from your existing employees.  

Let Applicants Know What to Expect 

If the process to apply and interview is not given or discussed at all, many applicants can be led to believe their application will get lost among others. Be upfront and transparent about what the application and interview process is like and offer timelines for the applicants. 

Streamline the Application and Interview Process  

Although the candidate has made it this far, you’re not done yet. After all, 80% of the time, candidates don’t finish filling out job applications, according to Glassdoor. To ensure candidates complete your application and interview process, focus on these key aspects to help you stand out:  

  • Mobile-friendly application 
  • Quick response time  
  • Virtual interviews  
  • Automated chat and scheduling 

Consider how technology can help streamline your process in each of the categories listed above. A mobile-friendly application, easy interview scheduling and quick response times can all be enhanced by AI and automation and provide a superior candidate experience. 

Standing Out Beyond the Application 

Despite having a well built out EVP and employer brand, recruitment marketing strategy, careers site and application, the deciding factor for an ideal candidate to choose your organization will often come down to a strong employment offer. It’s important to keep in mind that if your compensation, perks and benefits (like flexible work options) don’t match up to competitors, ideal candidates in today’s market have the ability to choose to work elsewhere. 

That said, by creating ways to stand out and showcase your EVP and employer brand at each stage of the candidate journey as outlined above, you will be one step closer to securing the top talent your organization needs.  

Employer Brand: Helping the Right Talent Choose You

Employer Brand: Helping the Right Talent Choose You

Engaging and retaining your best performers has become increasingly difficult due to the normalization of shorter tenures. Now more than ever, a strong employer brand is critical to attracting top candidates, keeping your employees engaged, and retaining your talent for the long term.

In this ebook, Employer Brand: Helping the Right Talent Choose You, we explore how organizations can build and maintain a strong employer brand to combat talent risk.

In this ebook you will learn:

  • What goes into a cohesive employer brand and how it can help attract top talent
  • How your organization should be managing and caring for your employer brand
  • How your employer brand can impact cost-per-hire, recruiter efficiency, and employee advocacy
  • How to measure success from your employer brand efforts

Employer Brand

PeopleScout Talent Advisory: Employer Brand

A well-established employer brand positions your organizations as an employer of choice for the talent you want to hire.

Download this fact sheet to learn how PeopleScout’s Employer Brand solutions are helping our clients build better employer reputations.

employer brand fact sheet

Learn more about PeopleScout’s Talent Advisory solutions.

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Linklaters: Attracting the Lawyer of the Future with a New Global Employer Brand

Linklaters: Attracting the Lawyer of the Future with a New Global Employer Brand

Linklaters: Attracting the Lawyer of the Future with a New Global Employer Brand

PeopleScout helped the firm create a global employer brand to attract and retain the best and more diverse legal talent across 30 global offices.

8 % Boost in Glassdoor Scores
27 Jumped 27 Places in Best Global Employer Brand Awards
Increase in Applications from Female Lawyers
Increase in Applications from Female Lawyers

Situation

The world Linklaters was facing was one of rapid, multifaceted and unprecedented transformation. New technologies, sectors and innovations were disrupting the world and dismantling old assumptions about business success and the role of the law.

The profile they had recruited in the past would no longer bring them the candidates necessary to secure and expand on their position as a heavyweight global law firm. Linklaters needed a whole new type of lawyer—a nimble business advisor using their legal expertise and global mindedness to help clients navigate a time of huge complexity.

The problem was that every law firm in the world was chasing this new breed of lawyer.

Linklaters approached PeopleScout to help them define, promote and manage a compelling new global employer brand, allowing the business to cut through the noise as an employer of choice in a ferociously competitive market.

Solution

Knowing, Not Guessing

We met with hundreds of professionals in 20 Linklaters offices across Europe, North America and Asia-Pacific including recruitment, HR, hiring managers, associates, graduates and interns to gather insights.

After 17 focus groups in 13 international offices, we had a sense of the key themes which gave us a foundation from which to build the employer value proposition (EVP) and the framework of the employer brand which would inspire our global advertising campaign.

  • Linklaters is global firm with almost unmatched strength across practices and geographies.
  • Linklaters lawyers don’t just embrace the change, they direct it.
  • They are at the epicenter of work that will shape law, commerce, industry, the environment and society for decades to come.
  • The quality of training on offer and the caliber of colleagues to learn from means those who join will never stop learning.

A New EVP – Great Change is Here

We created an employer value proposition (EVP) that was a combination of a big picture philosophy and a Linklaters-specific selling point: GREAT CHANGE IS HERE.

In a time of unprecedented change, this EVP makes progress healthy and exciting. It serves as a foundation for an employer brand that reflects Linklaters as a modern, international, hugely diverse cohort offering employees the opportunity to have an influential voice that redefines the legal sector and sets them up for an ever-evolving career.

Global Relevance

As an international brand with diverse target audiences, we built flexibility into the brand so it would resonate widely across geographies and cultures.

We created four underlying message pillars that we could dial up or down as required to create the right combination of messages with the right geographies.

  1. Human Experts – Collaborate with smart, down-to-earth people on complex issues.
  2. One Team – Multi-jurisdictional work calls for a truly aligned and collaborative environment.
  3. Innovation – Whether you’re solving client problems or setting legal precedent, Linklaters celebrates creative thinking and innovative approaches.
  4. Career Platform – Through prominent projects, high-profile clients, training, support, early exposure, external secondments, Linklaters is investing in their employees’ careers.

Linklaters received a full employer brand toolkit explaining the EVP, the messaging behind the brand, visual design and advertising principles and the tone of voice to be used internationally. We rolled this out to recruiters across North America, Europe and Asia-Pacific so that local activity could be fully supported.

Results

The project was a significant success and was shortlisted for Best Global Employer Brand in 2018. Following the launch, the firm’s reputation as a graduate employer improved significantly over several years, rising 27 places from their 2016 position to 19th place in 2021. Glassdoor scores for Linklaters have risen by 8% in the last two years and, importantly, applications from female lawyers—which was a key objective—have increased since the EVP launch.

At a Glance

  • COMPANY
    Linklaters
  • INDUSTRY
    Legal Services
  • PEOPLESCOUT SOLUTIONS
    Talent Advisory
  • LOCATIONS
    30+ offices across 21 countries in Europe, North America and Asia
  • ABOUT LINKLATERS
    Linklaters in a global law firm specializing in corporate practice areas including mergers and acquisitions, finance, litigation, antitrust and tax.

Maersk: Making Waves with a Global Employer Brand

Maersk: Making Waves with a Global Employer Brand

Maersk: Making Waves with a Global Employer Brand

Maersk, a global shipping company, came to PeopleScout for a talent advisory solution that would deliver on a diverse and digital-forward new global employer brand.

Situation

Think Maersk and you think container ships. Steel giants criss-crossing the oceans. You probably think dependable and trustworthy, but slow moving. What you don’t think of is digital trailblazer. But, when they came to us, that was precisely their goal.

Already leaders in global shipping, the Maersk group was about to undertake a huge transformation to take them to the next level of their business strategy. Their vision was to become a global integrator of container logistics and digitalization of the business was at the core of this big move. Maersk no longer wanted to be seen as a shipping company; they wanted to be seen as a leader in technology.

The issue was that they didn’t have the world-class capabilities in the business to fuel this tech revolution.

The brief: create an employer brand that:

  • Made transportation and logistics attractive to global talent in a way it hadn’t been before – competing with the likes of Microsoft and Amazon.
  • Attract diverse candidates (especially STEM and digital) with the innovative mindset to bring radical change.
  • Change perceptions of the Maersk Group away from solid, slow and paternalistic to dynamic and pioneering.

Solution

RESEARCH

The insight phase was intensive.

Understanding the organization, the many and varied brands, the core business areas, its people and the nuances across the globe was highly complex. It was also the key to creating an employer value proposition (EVP) that would turn heads among non-traditional candidates.

We ran a very diverse, in-depth and international series of focus groups and one-on-one interviews across the group and externally.

This allowed us to:

  • Understand the views and vision of senior leaders within the business.
  • Gain deep insights into the lived experience of professionals at various managerial, technical and operation levels.
  • Map the competitor talent market to identify specific territories that Maersk could own with regards to its proposition and messaging.
  • Develop a set of core messaging pillars that we validated with senior stakeholders across the globe before developing our EVP and recruitment communications campaigns.

THE CORE MESSAGE

Our EVP message aimed to inspire, motivate and challenge employees and candidates to be part of a career-defi ning, once-in-a-generation transformation. The result is an invitation and a two-way commitment striking the kind of pioneering, adventurous and fast-moving note that you simply wouldn’t expect from a business like Maersk. It also gave us a platform to tell stories that capture hearts as well as minds.

EVP message: Let’s go into the amazing

INTERNATIONAL RESONANCE

Because our audiences were very diverse and located all over the world, we created a series of five messaging pillars. Drawn from the key insights gained at the research stage, these pillars allowed our brand messaging to be flexed in order to speak to the motivations of individuals and talent groups all across the globe.

THE PILLARS

Pioneering
Candidate offer: Seize every new opportunity, pursue every experience and never be afraid to be the first.

Belonging
Candidate offer: Be open, be curious and bring your whole self to work.

Societal impact
Candidate offer: This isn’t just about the part you play in our business, it’s about the change you can make in our world.

Unfolding potential
Candidate offer: Jump in wholeheartedly and we’ll support and invest in you to be your very best.

Global citizens
Candidate offer: Broaden your horizons and make the world your workplace.

KEEPING IT ROBUST

Inspiring EVPs need strong foundations to stay inspiring. This is how the architecture of the Maersk employer brand all fits together.

MAKING IT REAL

This is how we took each of the pillars and turned it into a candidate-facing advertisement.

The Outcome

It’s still early days, but in the latest employer brand benchmarking, Maersk was delighted to see the impact the work was already having. A key measure is its ranking in The Most Attractive Employers List produced by Universum.

Maersk has seen its ranking improve. Our goal is to continue this momentum in each of the key markets and among each of the key talent segments.


At a Glance

  • COMPANY
    Maersk
  • INDUSTRY
    Transportation & Logistics
  • PEOPLESCOUT SOLUTIONS
    Talent Advisory
  • LOCATIONS
    Global with priority markets in India, the UK and Denmark
  • ABOUT MAERSK
    With locations in every port in the world, Maersk is one of the largest container shipping line and vessel operators in the world.