Even if they do not always know what they want, new graduates tend to use their first employer as an “exploration base.” Once they have a better idea of what they want, they will move to another company to jumpstart their career. Hence, employers are constantly challenged to show new hires that their companies are worth building a long-term career with. Companies such as Scania that focus more on vocational training do not mind being known as an “exploration base”, but there is an additional challenge is to showcase how vocational careers are just as respectable and rewarding as other professions; and have good advancement prospects. Companies like Good Year Tires in older industries that are traditionally more male dominated are trying to attract younger hires and more women to create a more diverse workforce.
Companies that are results driven or from particular industries where
very technical qualifications are required prefer to hire for skills rather than attitude. Others prefer to hire for attitude and train for skills, which they feel should be a given. Many people leave companies largely because they do not fit into the culture, do not like their leader, or have different beliefs in relation to work and life culture; not because they do not have the skill sets required. Richard Branson once said, “You can copy everything but you can’t copy our culture.” In response, many modern companies are now building in culture and values into their performance management systems, judging employees by how they live these values. There are companies, like IKEA, who specifically hire for cultural rather than job fit.
Unilever is one company that has been very successful with Employer Branding, applying the same focus and consistency
to this area as they do to their corporate and consumer branding. Mr. Bharat Avalani, who has worked with the FMCG giant for 24 years, felt that employers today need to show employees that they do not always need to switch companies to get the different “dynamic and creative” experiences that they want. Employees just need to work with a company that can give them these different experiences.
Mr. Bharat also strongly believes that a company’s sense of purpose and vision needed to come through to potential
employees. Unilever was founded on a vision to create a brighter future for women and homemakers everywhere. This singular vision has been consistently translated into its market offerings, from the cleaning detergents it manufactures to make life easier for homemakers, to the meaningful campaigns that it runs such as its “Dirt is Good” campaign that promotes outdoor learning and play for kids. To this day, Unilever still leverages on long-time loyal employees and “Unileaders” like Bharat who continue to believe in Unilever’s brand value, partnering with them for its employer branding activities. Companies must consistently create good experiences for each graduate that comes through their doors, as even if they leave your company after a short stint, they can still become a strong advocate of your brand. Companies that are results driven or from particular industries where very technical qualifications are required prefer to hire for skills rather than attitude. Others prefer to hire for attitude and train for skills, which they feel should be a given. Many people leave companies largely because they do not fit into the culture, do not like their leader, or have
different beliefs in relation to work and life culture; not because they do not have the skill sets required. Richard Branson once said, “You can copy everything but you can’t copy our culture.” In response, many modern companies are now building in culture and values into their performance management systems, judging employees by how they live
these values. There are companies, like IKEA, who specifically hire for cultural rather than job fit.
One participant, Ms. Emiliawati binti Zainol, General Manager of Human service background summed this up best by saying, “We should treat well to our own people, they will in turn market it well to our customers.” performance.”
