In a time of skills shortages, employers are being warned to adhere to their brand values in order to prevent problems occurring with recruitment and retention.
A survey published by human capital management consultancy Penna today shows that 88% of HR directors believe the current workforce is less loyal than past generations, and, worryingly, only 20% believe they have the correct initiatives in place to reverse the trend
The survey goes on to show that while 92% of senior HR professionals recognise the importance of CSR policies to the employer brand, only a fifth believe that the brand is aligned with business objectives. This gap between the appearance and reality may cause retention problems among staff who feel the job is not what they had expected.
“Employees are increasingly sceptical of corporate messages and management speak,” says Anne Riley, managing director of Penna Recruitment Communications. “If the workplace culture doesn’t match up to expectations, employees are not afraid to jump ship, whether to a more rewarding employer or to start their own business.” This can also be detrimental to the employer’s reputation, as the disillusioned employees are often unafraid of voicing negative experiences and questioning the strengths of brand value.
Instead, she suggests that the employer should “think creatively and comprehensively” to gain a greater level of social responsibility, so that focus on economic drivers does not neglect the values the business stands for.
© Crimson Business Ltd. 2007
