Boost int’l recruitment with employer branding

Different job seekers have different goals. Expectations towards the employer may be influenced by the applicant's country of origin and culture, as well as the level of education and social status.

“Ensuring the position of the family is central to having food on the table and a roof over your head. Once basic needs are secured, other things, such as development opportunities, begin to become important at work,” says Pertti Laitinen from Karelia University of Applied Sciences.

Depending on the goals, jobseekers expect not only well-functioning processes and competitive pay, but also suitable challenges and opportunities for development and innovation.

Attractiveness can be measured, for example, by using the five-part Employer Attractiveness Framework (EmpAt), which helps to perceive different aspects of the employer image. The model examines the company from the perspectives of 1) attractiveness, 2) functionality of the work community, 3) earning and development opportunities, and 4) attractiveness.

“The interestingness of the work and a functional work community are important things for many employees. And, of course, the total compensation for the work must be in relation to the employee's training, competence, motivation and the result of the work," Laitinen says.

A sustainable employer image is made up of things that are true. If the outwardly constructed image does not match reality, the confidence of potential job seekers in the company will be weakened.

“The employees will talk about their experiences themselves, at least informally.”

Employees' expectations of company flexibility have increased. Four out of five respondents to the international survey  felt that from two similar jobs, they would choose the one that offers the opportunity to work flexibly.

“You must think about whether there is flexibility in the company and whether it works both ways? People have different life situations, such as the infant stage or illnesses, which the employer must consider,” Laitinen says.

Job seekers also weigh the reliability of companies. A positive image is created by, among other things, the company's profitability, responsibility and willingness to develop its operations.

“In profitable companies, proper time has been set aside for induction. Then the employee is built in a completely different way with the opportunity to succeed in their work, when the individual is not immediately subjected to tremendous result pressure.”

In addition, Laitinen mentions that employees should be provided with sufficient support, but also show confidence. Providing support requires monitoring, but excessive monitoring should be avoided.

The right kind of communication helps the company to build a consistent employer image. High-quality communication is clear, informative and realistic. The communication channels and the language used are selected according to the target group.

Dealing with challenging situations contributes to the image of the company. Clear communication policies and quick response help minimize the damage that occurs.

“The company must have its risk management models and processes in order. If, for example, a problem has been caused to employees or customers, then immediately raise your hand as a sign of a mistake and fix that situation,” Laitinen advises.

Investments, innovations and other positive news reinforce the positive image of the company. If a company takes a stand on topical issues, it is good to consider how the statements address the target group that the company wants.

With a clear employer image, the company reaches out to the professionals it needs. Work in Finland helps your company develop recruitment expertise and an internationally attractive employer image.

Solutions to labor shortage training gives employers, regardless of their starting level, basic skills for making international recruitments. The coaching package is free of charge and does not bind the participant to anything.