Focus on growth

Despite the doom and gloom pervading the markets there are still plenty of companies focused on growth. The smarter ones realise that this can only be achieved with top talent on board - working in harmony and suitably inspired by the organisation they are employed by.

To achieve this requires that you brand your organisation as a truly sensational place to work and then prove it. When companies are under stress top talent turns its eye to new opportunities - namely those companies who can shrug off the effects of the recession and leverage their people’s skills to get ahead of competitors and gain market share.

Taking on top talent when markets are distressed can have an extraordinary effect on an organisation. It can rejuvenate and provide inspiration and new impetus to move forward.

What steps does an organisation need to take during a recession to prove it is an exceptional employer?

> consider a four day working week to reduce operational costs and reduce the potential of redundancies - the work/life balance may be greatly appreciated
> remember that top talent is attracted to organisations who deliver a combination of security, sustainability, vision and innovation
> define and promote the benefits of your Employee Value Proposition at every opportunity - remember that your employer brand has to work harder now than ever before and must be fully optimised
> maintain or even increase exposure of the benefits of working in your organisation - it is essential not to let your awareness fall away, either internally or externally
> review your online employer branding/recruitment presence - is it portraying you accurately and effectively as an attractive employment proposition?
> keep an eye on what competitors are doing - don’t let them get ahead of you while you are distracted
> review and upgrade where necessary your preventative health programs
> consider letting employees work from home to minimise travel expenses
> now is a good time to review your induction materials for consistency with the main employment proposition you are promoting to the market
> meet with your recruiter to review your recruitment strategy in line with the changed markets and your changing requirements
> take the opportunity to find out how well the recruiter understands your employer brand
> look for every opportunity to communicate employment benefits to employees and keep them updated on how the organisation is managing the economic downturn
> review your intranet - is it giving employees the information and insight they need to fulfill their role?
> focus on promoting to employees the organisation’s stability, security, innovation and growth opportunities
> above all else be true to your brand promise - who you are, what you are, what you are capable of and what you can offer, and then go after those people who will be most attracted to it and will dovetail into the organisation

Now is a good time to foster relationships with graduates - get your name in front of them and identify the most talented individuals.

The need for a skilled workforce will only increase when we climb out of the recession. There is much discussion on the facts that here in Australia in the next few years there will be an increase in the demand for skilled workers compounded by the retiring generation of baby boomers.

There is nothing like a good round of cost cutting and retrenchments to kill trust and loyalty from employees and prompt them to look for other opportunities. And it is a hard job to rebuild that trust and loyalty.

Remember that the cure for diminishing employee engagement starts with more and better communication. 

Tony Heywood is a Fellow of the Design Institute of Australia, founder of Heywood Innovation in Sydney Australia and co-founder of BrandSynergy in Singapore.
tony@heywood.com.au
www.heywood.com.au
www.brandsynergy.com.sg