Employer Branding: The New Asset of Social Enterprises (III and final)

túatú - Employer branding - 1 Junio 2012Third and last post of theEmployer Branding Leadership Masterclass. PEOPLE MATTERS: Making the Most of Your EmployerBranding Strategy in Spain

Straight after the coffee break, Miriam Aguado from People Matters reviewed theevolution of Employer Branding in Spain. She mentioned that a company should not dodgethe phenomenon of social networks.

Miriam overhauled some of the most relevant Employer Branding facts in Spainbetween 2005 and 2011. At the beginning of the XXI century, companies were focused onrecruiting talent. Now, they do the same but from a different point of view: commitmentand business. Miriam mentioned the spectacular increase of references on Google (morethan 4 million searches) about Employer Branding. She also talked about the RecruitingErasmus programme as an Employer Branding collective initiative in order to recruit talent.

Since 2008, the main goal of Employer Branding is to engage and support the brand’s reputation.

Miriam presentedthe study about recruiting process 2.0 in USA (91% of the companies used social medianetworks in their recruiting process) developed by People Matters and túatú in 2011.

In Spain, before the economic crisis Employer Branding priority was the attraction of talent, at themoment the main reason is to make a difference on the market.

Just like Brett, Miriam reflected about young people, their new motivations and theemerging technological tools. We all agreed that youngsters are the workforce of the futureand they are always online and connected; that is a big difference from the past.

Discussion forum

One of the most relevant questions from the audience was: how do companies createbrand advocates and what sort of activities should be implemented? Miriam Aguadoanswered that, sometimes, it is important to enhance the spontaneous actions that theemployees do. Octavio Rojas said that is important to share the company’s success bothinternally and externally. Furthermore, Octavio suggested us not to yield before the mythof innovation. Each EB action is a good chance and an added value for the company.

Brett Minchington and Alfonso Jiménez (CEO of People Matters) spoke about thebig deficiencies in the education sector: "it takes at least three years to introduce currentcontent at university programmes". Alfonso mentioned that we do not have a fullunderstanding about how to manage people in the Spanish companies.