MANAGING EMPLOYER BRANDING CHALLENGES

Last month our Corporate Ambassador Room 8 Group was recognised at the HR Pro Awards, a significant event in the Ukraine HR sector.

Room 8 Group was a finalist in the Learning & Development and Future Star categories, and the company’s Head of Employer Branding and Culture, Anna-Maria Fokshei, won the Future Star category.

Anna-Maria led the initiation of the Employer Branding department at Room 8 Group, transforming it into a robust team that fosters effective communication and engagement with internal specialists while promoting the brand externally. Here she offers her thoughts on three major challenges in Employer Branding, and how to address them:

A fast-changing and unstable world
In today’s dynamic world, people are immersed in streams of information, carrying not only the knowledge dreamed of by information society ideologues but also many anxieties.

Wars, pandemics, economic crises, FOBOs, FOMOs, old social standards, and new inclinations towards inclusiveness are just a few grains of sand that are heading towards people. Dealing with all these challenges simultaneously is impossible, but we can be a support for people in a changing world.

When our communications and promises as a brand are clear, and we build corporate cultures on values that extend beyond work, we contribute to making the world better. Being empathetic as HR provides people with the support they need in the overwhelming influx of information and uncertainties.

Bridging the generational gap at work
As we move through generations, such as the current transition to Gen Z, it’s typical for each group to identify areas for improvement compared to their predecessors. Managers, be they Boomers, Gen X, or Millennials, often feel that the younger generation should gain more experience before making significant decisions. However, it’s important to note that some of the most innovative and beneficial solutions often arise from conversations that bridge these generational differences. It’s essential to master the coordination of this dialogue while staying true to the core values of our business culture.

The transformation of employer-employee relations
Even before the pandemic, workplace engagement was declining noticeably. The shift to remote work prompted everyone to reassess the meaning of their work. We’re currently in an era of high personalisation and customer focus, where companies aim to offer unique value propositions, while talents seek to be unique and flexible to stay competitive.

Success for both companies and individuals lies in cooperation and building relationships based on sincerity and openness. It involves both parties expressing their expectations and limitations, working together to find mutually acceptable conditions. Open dialogue is a timeless and powerful soft skill that plays a key role in achieving this.