Nearly 60 per cent of HR decision-makers have not reassessed their company’s corporate identity in light of the pandemic, according to research from Grid.
According to the industry body for group risk prevention, this is a missed opportunity, as employers compete for talent, and employees seek employers who are visible and genuine in their support of their employees.
Over half or 52 per cent of those that reviewed their corporate identity after the pandemic saw that their employees required more help and reinvented themselves as a more caring employer by providing additional support and benefits.
42 per cent also recognised that they needed to rebuild their strength and that in order to do so, employees needed improved support in order to remain fully engaged and productive. To keep employees from departing, nearly 36 per cent realised they needed to engage and encourage them.
Many people have a newfound focus on their personal health and wellbeing as a result of the pandemic and Grid says that this is transferring to the workplace. Employees are hesitant to return to high-stress environments that put physical and mental health at risk.
According to Grid, they desire a nurturing environment in which their health and well-being are prioritised. They’ll pay greater attention to a company’s corporate identity and choose to work for companies that have a supportive culture. Offering health and wellness perks is one way for businesses to show what their corporate identity means in practice, and it can be a major differentiator says Grid.
Grid spokesperson Katharine Moxham says: “The job market is pretty brutal for employers right now. However, those organisations who took steps to support their staff during the pandemic and whose reputation was subsequently enhanced should be feeling more confident. Those whose corporate identity remained as words and not actions might be feeling less secure about meeting their recruitment needs.”
“There is a great deal that employers can do to create a positive external perception of themselves. This includes paying well, offering training, ensuring technology is an enabler, offering flexibility, and keeping in touch during remote working etc. However, employers need to go further and offer employees tangible support for their health and wellbeing if they want to add real value to their corporate identity.”
“Employee benefits and wellbeing support were perhaps not previously considered as having too much of a material impact on an organisation’s corporate identity but the pandemic really changed things. Some employers truly embodied their vision, mission and values in the way they treated and supported their staff, others less so.
“Supporting the health and wellbeing of current employees can have a very real impact on an organisation’s corporate identity and employers who recognise this will be ahead of the curve in attracting new staff.”
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