COVER STORY Employer Brand and COVID-19


Chad Van Ostrand, Director of Safety & Loss Control | UNICO


Internal and external communications during the COVID-19 (coronavirus) pandemic can have an impact on how an employer is perceived by both current and prospective employees. Organi- zations can boost their recruiting efforts by ensuring that their employer brand is resonating with those seeking employment, and importantly, meeting the evolving needs of job seekers. As the coronavirus threat evolves, it’s important to demon-


strate a commitment to transparency, adaptability, diversity and inclusion. Trust is earned when employers show compassion and empathy. When appropriate and authentic for your organization, give back to your community if you’re able to. Similarly, you could consider establishing a corporate social responsibility program. A little bit of kindness can go a long way during these times.


Why it matters


According to the Society for Human Resource Management, job seekers in the post-coronavirus employment market are looking for: • Safety


• Stability • Consistency • Longevity


Social distancing measures have changed the way that we inter- act, and there are ways that employers can use technology to best engage the job market. Employers should consider using online platforms, such as LinkedIn, Indeed and Handshake, to build their employment brand on the same platforms applicants often use to


search for employment opportunities. Just as important as external websites, don’t forget about the careers page on your organiza- tion’s website either. Organizations can also expand the reach of their employer brand by participating in virtual events like career fairs and webinars, and can continue to be represented without physically attending events. Ensure your post-coronavirus brand is reinforced through recruiting efforts—both online and offline. Employers should consider how their brand is resonating with


the current employment market—and how their employer brand plays into post-coronavirus plans.


Employer brand updates


Employer brand is as important as ever—and your organization’s coronavirus response can be effectively communicated to job seekers. When considering updates to your employer brand, topics to consider include:


• Safety – At the forefront of concern for current and future talent, is safety. While your organization may be going above and beyond to ensure the safety of employees, ensure that these efforts are highlighted in your employer brand. This can be done by:


o Prioritizing safety in all company branding—both employment and non-employment related


o Including safety-related expectations in job descriptions and postings


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