Employer Branding: The New Asset of Social Enterprises (III and final)

Third and last post of the Employer Branding Leadership Masterclass. 

PEOPLE MATTERS: Making the Most of Your Employer Branding Strategy in Spain

Straight after the coffee break, Miriam Aguado from People Matters reviewed the evolution of Employer Branding in Spain. She mentioned that a company should not dodge the phenomenon of social networks.

Miriam overhauled some of the most relevant Employer Branding facts in Spain between 2005 and 2011. At the beginning of the XXI century, companies were focused on recruiting talent.   Now, they do the same but from a different point of view: commitment and business. Miriam mentioned the spectacular increase of references on Google (more than 4 million searches) about Employer Branding. She also talked about the Recruiting Erasmus programme as an Employer Branding collective initiative in order to recruit talent.

Since 2008, the main goal of Employer Branding is to engage and support the brand’s reputation.

Miriam presented the study about recruiting process 2.0 in USA (91% of the companies used social media networks in their recruiting process) developed by People Matters and túatú in 2011.

In Spain, before the economic crisis Employer Branding priority was the attraction of talent, at the moment the main reason is to make a difference on the market.

Just like Brett, Miriam reflected about young people, their new motivations and the emerging technological tools. We all agreed that youngsters are the workforce of the future and they are always online and connected; that is a big difference from the past.

Discussion forum

One of the most relevant questions from the audience was: how do companies create brand advocates and what sort of activities should be implemented? Miriam Aguado answered that, sometimes, it is important to enhance the spontaneous actions that the employees do. Octavio Rojas said that is important to share the company’s success both internally and externally. Furthermore, Octavio suggested us not to yield before the myth of innovation. Each EB action is a good chance and an added value for the company.

Read the complete post here.