By Ricardo Rocha, Marketing & Communications Director of Noesis
The IT (information technology) world is attracting more and more young talents. According to the study "World's Most Attractive Employers, 2020" by Universum, a consulting firm specializing in employer branding, the area of technology has been rising in the ranking of preferences of college students, especially in the courses of Engineering and Computer Science. The main reason? Being able to position itself on the front line of innovation.
Still, being part of the IT universe is not a guarantee to attract and retain professionals. In the last decade, several specialists have been warning about the shortage of human resources in the technology area. In one of the most inspiring Ted Talks about human resources, Rainer Strack, a specialist in the area, argues that by 2030 the world's largest economies will have more job openings than the talent to fill them. Pandemic has accelerated this mismatch by forcing the digital transformation of companies. And there is no end in sight.
In this context, competition for the best professionals has increased, especially in the technology sector. Regardless of the industry in which they operate, those who invest in employer branding strategies to retain and attract talent will win this "war for talent.
And technology is also helping to meet these challenges. Employer engagement tools such as Facebook's Workplace, MangoApps, or the recently launched Microsoft Viva are excellent examples of how technology can be a perfect ally of employer branding and internal communication. These communication tools allow employees to be connected, using familiar resources that they already use in their daily lives, such as interest groups, chat rooms, and video streaming, fostering collaborative work on the one hand, and proximity to the organization on the other, especially at a time when the future of work points increasingly to a hybrid model.
Also, the bet on the creation from scratch of 'mobile apps' that support teams in their work and their interaction with the organization, keeping them in functional issues (booking a place in the office, reserving a spot in the cafeteria, among many other features), bureaucratic, but also in the 'engagement' with the company, are a trend and seek to make the perfect match between the needs of teams and their "consumption" habits.
The premise is simple: just like in business, where organizations are increasingly investing in digital and customer experience, it is also essential to invest in these formats, positioning the brand as an employer and? in the employer experience. This way, it is possible to reach a larger number of employees faster and provide a better experience in accessing information, or any other type of support that they need, wherever, whenever, and however they want.
The investment in these solutions is also determinant for a more transparent, bidirectional communication logic, allowing the collection of employee feedback in almost real-time. A 'win-win' strategy: the company wins, as it ensures greater productivity, efficiency, and healthy culture, and the employee wins, with a better experience in his or her journey at the company.
Can we (finally!) start to 'kill' corporate newsletters and drastically reduce the number of internal e-mails?
Published (in Portuguese) in Human Resources Portugal
