Employer branding in recruitment for a more profitable and better HR

Abstract

In the last years there has been massive changes in the society, in priorities and how we live. The changes in how we live has also affected the work market and what people look for in a job. Changes in peoples priorities has also led to changes in how people want to work and increased the number of people quitting their job – and even change to different occupations – if the market has not been capable of offer what the employees want. Also, the pandemic led multiple people back to school bench, got people more educated and more self-aware of their hopes and dreams. The ways people were used to work such as a typical 9-5 got changed to more flexible work schedules, use of digitalization rised and more people than ever was able to have remote jobs. However, the changes got over 20.000 nurses quit, thousands of pedagogues quit their jobs for re-education or totally changing their career, gave IT-workers and leaders totally new ways to work, etc. This led the market go from the employees have to fight for a job to employers having to fight about the lacking qualified people in the society. We therefore looked at what employers and organizations could do to become more attractive for the changed marked and how they could have a more sustainable competition about the employees – without having to be the “highest bidder”.