According to McKinsey, 40% of employees stated that they are at least somewhat likely to leave their current job in the next 3-6 months. Moreover, employee turnover costs anywhere from 16% to 213% of annual salary depending on position. (PeopleKeep). Employer branding is a crucial step in tackling these dynamics and increase employee retention during the age dubbed as the Great Resignation. Ann Hiiemaa, new business development manager at PR agency Meta Advisory, who has been behind several successful employer branding campaigns, encourages you to ponder on the following questions:
- How are people acting when the manager is not looking?
- Why have they chosen to work for your company?
- What motivates them?
- What makes you a team?
Greater retention comes down to providing value:
- Compensation vs input: are your employees aware of the expected input for their salary and how to increase it in the future
- Being part of a bigger mission
- Pleasant colleagues (people you spend the most time with)
- A modern work environment and functional tools one could be proud of
- Development (training programs, feedback, motivation)
- Flexibility both in terms of time and location
- Clear internal communication in terms of where the company is headed (especially during COVID)
Presented at this year's first B2B marketing workshop in Tallinn. Other speakers included: Hando on the basics of B2B content marketing, followed by Salesforce architect Daria Kulikova, Ragnar Everest from 1Office, Marek Maido from BCS Itera, Kertu Irves from LEXTAL and finalised by Katheriin Liibert from Outfunnel.