Healthy work as part of the employer brand

Digitalization, globalization, increasing complexity and rapidly changing customer requirements are the challenges that almost every business faces on a daily basis. In order to continue to succeed in this dynamic and complex business environment, it is essential to attract qualified specialists. The growing shortage of skilled workers due to changing demographics and increasing demands makes it difficult for companies to secure suitable employees for their own business. The demographic report of the Federal Ministry of the Interior for Building and Community projects that in 2030 there will be 6.3 million fewer workers in Germany than in 2010. In 2018, only 60% of the needs of 2 .7 million skilled workers could be covered. Majority of hiring managers face the great challenge of finding suitable candidates for open positions. These developments indicate that the labor market is increasingly transforming into a labor market. around Talent War To survive, companies must therefore stand out from other potential employers. A secret recipe is occupational health management or “healthy work”.

What is the decisive factor for today’s specialists when choosing an employer?

In recent years, there has been a shift in values ​​between generations. Whereas in the past it was mainly salary and career opportunities that determined the choice of employer, these factors are increasingly taking a back seat among the younger generations. Today, flat hierarchies, proper work-life balance, and a wide range of continuing education opportunities are needed. In addition, factors such as a modern corporate culture, the company’s capacity for innovation, corporate social responsibility, diversity management and the range of health measures at work (BGF) are priority decision-making criteria for the younger generations. The social health trend means that the younger generation in particular deals very intensively with topics such as sports, exercise, nutrition and mental health. The 2019 Young Germans study shows that health is the most important value for Generations Y and Z. Over 60% said they exercised regularly. In addition, for many of them, recovery in the form of healthy sleep, relaxation exercises or yoga is of great importance. When it comes to choosing an employer, the younger generation also gives priority to the emotional bond it forges with the company. They are ready to meet the high demands when they realize that the company is committed to their health and actively supports them in building health resources. During this, another trend is taking shape: whereas a few years ago, the boundary between work and leisure was clear, today this boundary is increasingly blurred. Especially during the corona pandemic, working from home has increased significantly and many employees can no longer imagine life without it. Two-thirds would like to be able to work from home occasionally even after the pandemic. Many appreciate the better work-life balance and time saved by not having to commute to work.

What are the benefits for companies of WHP measures given the shortage of skilled labour?

The change in values ​​described and the increasing demands on employees force companies to present themselves attractively in the labor market and to ensure that their employees remain healthy and productive in the long term. Corporate health management (BGM) and the resulting measures include not only the design of healthy working conditions, such as an ergonomic workplace or sufficient breaks, but also the promotion of healthy behaviors , such as healthy stress management and mindfulness. . WHP measurements are therefore much more than an additional service. Because the increasing complexity and dynamics of the business environment have a significant impact on employees. Increased performance and time pressure as well as constant availability are no longer a rarity. This is also reflected in the increase in absenteeism due to mental illness. Measures that help employees meet these challenges not only increase employer attractiveness, but also lead to less absenteeism and increased long-term employee well-being. A study by the FOM University of Applied Sciences in Munich confirms that as early as 2013, one in five people considered GSE to be a decisive criterion when choosing an employer.

How can WHM and WHP metrics be highlighted in the recruitment process?

Sustainable GSE and PST measurements can be a decisive differentiator in Talent War represent. In order to improve the attractiveness of employers in the long term, however, it is necessary to take a close look at the entire recruitment process. Companies need to prioritize their corporate health measures even before the interview. Once the requirements of the specialist have been clearly defined, it is important to draw the attention of potential candidates to the job offer by addressing them in a way that is oriented towards the target group. Digital channels can be used to reach qualified junior staff in a timely manner. The job advertisement is perhaps the first interface that potential candidates have with the company. For a positive first impression, the advantages of the company should already be visible here. According to a Stepstone survey, 76% of candidates say the information in job postings is not sufficiently presented. Many companies don’t even mention benefits such as flexible working hours, working from home or company pension plans and therefore don’t take advantage of this to differentiate themselves from other employers.

These benefits have become indispensable for the younger generation and have a major impact on their job application. Since flat hierarchies and transparency are valued by many candidates these days, companies can score points by openly communicating their application process and keeping the application threshold as low as possible. The majority of applicants prefer a quick and easy digital application via the company’s career page or by email. In particular, companies that already offer corporate health measures should involve their employees in the application process and use them specifically as brand ambassadors. This promotes transparency and increases the credibility of the company. If the recruitment was completed with the hiring of a suitable specialist, the focus should continue to be on the attractiveness of the employer. Especially for young professionals, for whom changing employers is not uncommon, the GSE can be an effective factor in retaining employers. In this way, companies can credibly convey to their employees that health and well-being play a fundamental role and that a healthy lifestyle is actively supported.

The entire recruitment process is the business card of the company and thus significantly shapes its own attractiveness as an employer. If you want to succeed as a company over the long term, you will have to deal with the values ​​and needs of potential candidates and will be forced to adapt again and again. Just as customer requirements are constantly changing, candidate needs will also change. While a few years ago working from home was still considered an important differentiating factor, many specialists are already assuming it today. The boundaries between work and leisure are becoming increasingly blurred. Young employees, in particular, want to be available outside working hours, but in exchange they would like to be able to pursue private interests during working hours. in the Talent War companies can thus seize the opportunity and adapt to the needs of young talents with attractive BGF offers and convince them of themselves.

Rising health awareness means that more and more people are paying attention to their health-oriented balance. They would like to be able to integrate their personal activities, such as playing sports, meditating or healthy cooking, into their work process. An authentic WHM not only grabs the attention of potential candidates, but will also lead to greater job satisfaction and increased long-term work commitment. The working time invested ultimately also pays off for the employer, as their employees will be more balanced, resilient and satisfied and, as brand ambassadors, will be a decisive multiplier in attracting qualified specialists. One’s own health has become an important priority, so status symbols such as the company car have long since had their day.

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