HR Dive: employer branding during COVID-19.

May 4, 2020 Francesca Campalani

Managing a company’s employer brand during times of crisis, such as the COVID-19 pandemic, can be a major challenge. To truly connect and engage with employees and future workers, organizations should demonstrate a commitment to transparency, authenticity, reskilling, and inclusion.

Transparency helps to build trust, and “trust comes when employers show compassion or empathy,” said Francesca Campalani, Randstad Enterprise Group vice president of Global Talent Marketing. 

Trust is important as it “"is how we're going to get work done quickly,” added Jeanne Schad, Talent Solutions and Strategy practice leader at Randstad RiseSmart.

Reskilling is another important part of an employer’s brand strategy. As the situation changes rapidly, many companies are encouraging an entrepreneurial type of learning where employees can choose to upskill themselves in the areas that interest them. This helps companies tap into new skills and prepare employees for hybrid jobs in the future.  

Read the full article in HR Dive to learn more about developing an employer brand strategy during times of crisis. You can also read Campalani’s article, “Managing your employer brand during a crisis” for more insights on protecting and elevating your brand reputation to internal and external audiences.

about the author

Francesca Campalani

As vice president of Global Talent Marketing for Randstad Enterprise Group, Francesca Campalani is a business obsessed and creative thought leader with 20 years experience in consumer marketing, talent marketing, employer branding, diversity and culture.

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