Many companies are finding it increasingly more difficult finding the right employees, and more companies will experience this as generations become smaller over time. As a result, it has become necessary to compete for the relevant candidates. Research shows that younger generations – the so-called millennials – are very value-driven, and so companies have to invest in their values going forward.
Millennials are extremely egocentric but, paradoxically, they are at the same time very global thinking and socially conscious. They want to work in companies with which they share values – both in theory and practice. This is why CSR is a central concept in the future recruitment and retention of key employees.
Being able to market itself as an attractive workplace has then become an important part of a company’s communication strategy. This is called employer branding.
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