Upping your employee value proposition [and how AI can help]

Bold Employer Branding

Strong employer branding could be the key to your organisation attracting high-quality candidates. 

Employer branding is how you market your company to desired job seekers, and includes the market’s perception of you as an employer, as well as your employee value proposition. 

With the focus on employees and the employee experience, now is the time to re-design your employer brand to work in your organisation’s favour. Any employer brand needs a concise umbrella promise, positioning, story and values, like One New Zealand's 'Freedom' EVP.

Bold employer branding tips: 

• Clearly define values and mission 
• Ask your team for input 
• Have a transparent recruitment process 
• Invest in your current employees 
• Collaborate with your marketing team 

Champion your organisation's values

According to Success Qualtrics’s 2023 research, employees who feel their organisation is actually “Living the [company] Values” are: 

• 27% more likely to have higher engagement scores 
• 23% more likely to work with their current employer for 3+ years 
• 17% less likely to be at risk of burnt out. 

Behaviours around work have shifted, affecting employee values:  

• Employees want learning and growth.
• Employees want more meaningful work, and to bring their authentic selves to work.
• Employees want to reclaim their boundaries. More than just better pay, they are hoping for greater equity, flexibility, and a focus on wellbeing.  

Are you "walking the talk"?

Unlocking Talent Mobility & Reskilling

If you are looking to move faster and build resilience in the new world of work, start prioritising learning and development, and build a framework for internal mobility. 

Support a culture of continuous learning & development: 

• Create personalized and actionable development roadmaps for all employees 
• Educate employees on how their skills could be used in other roles 
• Develop and promote opportunities that make learning a daily part of the employee experience 

Help your employees reimagine their career paths: 

• Make internal opportunities available to those seeking new roles or wanting to experiment with a job rotation 
• Enable your employees to identify open roles internally that are relevant to their skills and interests 
• Set internal hiring goals

Check out the HR Guide to Learning & Development

Valuing Skills over Job Descriptions

In the Deloitte 2023 Global Human Capital Trends survey, 93% of the respondents said moving away from a focus on jobs is important or very important to their organisation’s success. It’s good practice to: 

• Define work based on the skills required, not a specific set of tasks 
• Collect and analyse data about worker skills 
• View workers based on their skills, not job titles 
• Make decisions about workers based on skills 

Employee attitudes can be strengthened when employers co-create a meaningful work experience with their people. Organisations can do this by helping employees align their work to both the organisation’s, and their own, values.  

Enabling a Safe & Inclusive Workplace

Diversity, Equity & Inclusion (DEI), rather than a single monolithic objective, should be in the service of achieving equitable outcomes in the workforce and the society while boosting an organisation’s innovation and long-term success. 

The new fundamentals will include: 

• Focusing on the DEI outcomes, instead of a tick-box exercise of what is being done
• Focusing on the system, not the individual 
• Producing disaggregated actionable insights, not aggregated descriptive data. 
• Center DEI as intrinsic to, versus separate from, the business.  

Add to your AI Toolbox 

According to Fortune Business Insights, the global human resource technology market is projected to grow from $24.04 billion in 2021 to $35.68 billion in 2028, According to Talogy’s report: 

• 270% growth in the number of businesses adopting AI between 2015 and 2019 
• Over 50% of businesses have reported a boost in productivity after implementing AI 
• More than 75% of businesses sat it is important to them to be able to trust AI’s analysis, results and recommendations 
• 44% of organisations have reported cost savings as a result of AI implementation 

Harnessing AI and new technologies has great potential to enable you to do more and do better, as HR professionals. However, we must take a considered approach – one that yields results that are fair, accurate and defensible.  

For example, to navigate the risk of candidates “cheating” the assessment using ChatGPT, interventions should be put in place such as random item presentation, ideal point scoring, mixed method of measurements, etc.