Key takeaways:
- Be realistic about return to office policies: Recognize the shift in work preferences toward hybrid arrangements and market your company authentically. Represent the true atmosphere of your organization to attract candidates who will thrive in that environment.
- Transparency is crucial: Communicate clear expectations and guidelines regarding return to office policies to build trust with existing and potential employees.
- Adapt recruitment marketing strategies: Accommodate changing work preferences by leveraging digital platforms and social media to highlight your commitment to hybrid work options. Flexibility is essential in attracting top talent, and striking a balance that aligns with the needs of work, customers, and the employee experience is key.
As the world begins to emerge from the challenges posed by the COVID-19 pandemic, employers are faced with a new set of considerations when it comes to return to office policies.
With most candidates valuing the flexibility of hybrid and remote work, recruitment marketing leaders are tasked with adapting their strategies to attract and retain top talent.
We explored how Talent Marketing Board members are navigating the changing landscape, recognizing the value of hybrid work preferences and ensuring their organizations remain attractive to candidates seeking a balance between remote and office-based work.
Be Realistic About Your Return to Office Policies to Combat the Shift in Work Preferences
In the wake of the pandemic, remote work has become the new norm for many companies. This experience has allowed employees to appreciate the flexibility and work-life balance that remote work provides.
Consequently, candidates have come to value the option for hybrid work arrangements, where they can combine the best of both remote and office-based work.
In fact, Insider reported how many employees prefer hybrid and remote options because they have more time for family-oriented activities, and personal hobbies and feel just as productive without a commute.
Seeing the trend of candidates seeking remote positions, Talent Marketing Board members shared how they’re navigating the increasing demands of executives requiring employees to return to office.
In a confidential conversation on recruitment marketing in uncertain times, members shared insights on how they’re working with senior leadership teams and referencing their return to office policies in open jobs.
Members shared that even when office policy changes, their talent marketing strategies don’t. One member said it’s recruitment marketing leaders’ responsibility to market what is truly happening in their companies, and not add any aspirational language or offers to open positions.
That member explained whatever the reality is at your company, you need to represent that in order to find people who will thrive in the atmosphere your organization offers.
Transparency is Critical to Hire Top Talent
Clear and transparent communication regarding return to office policies is paramount to gaining the trust and confidence of both existing and potential employees.
Recruitment marketing leaders should ensure policies are clearly communicated, outlining the organization’s stance on hybrid work arrangements, safety measures, and any relevant guidelines.
Talent Marketing Board members shared how clear communication is critical for setting the expectations of candidates right.
During the conversation, one member shared they put out a press release about having a hybrid approach that will evolve with time. They emphasized it’s better to be open about the uncertainty than to not say anything.
Other members said they also put out various communications such as landing pages, LinkedIn messaging, and notes in job descriptions for roles that are expected to be back in the office at some point.
By openly addressing concerns and providing comprehensive information, Talent Marketing Board members said employers can alleviate anxieties and demonstrate their commitment to employee well-being.
Adapt Recruitment Marketing Strategies to Navigate Pushback for Employees Returning to Work
To effectively navigate return to office policies, you must adapt your strategies to accommodate the changing work preferences. This includes leveraging digital platforms and social media to highlight your organization’s commitment to hybrid work options.
Shawn Tubman, Head of Talent Acquisition at Liberty Mutual, told HRD how crucial being flexible as a company is for hiring top candidates.
He explained that while some companies are implementing policies for employees to return to the office on a regular basis, Liberty Mutual is embracing adaptable recruitment strategies to meet job seekers’ demands.
“There’s an element of being more competitive if employers can be flexible,” Shawn said in the article. “I don’t see U.S. industries reverting to 100% working in the brick-and-mortar office. It’s now about striking that balance of doing what’s right for the work that needs to be performed, for the customers and for the employee experience.”
I don’t see U.S. industries reverting to 100% working in the brick-and-mortar office. It’s now about striking that balance of doing what’s right for the work that needs to be performed, for the customers and for the employee experience.
Shawn Tubman, Head of Talent Acquisition at Liberty Mutual
Engaging content highlights the benefits of returning to the office
Engaging content, testimonials, and case studies can showcase the positive experiences of employees who have embraced return to office arrangements, enticing candidates who value the same.
In a Talent Marketing Board panel discussion on activating employee value propositions across your enterprise, MassMutual Employer Brand Marketing Consultant Francesca McCaffrey explained how it’s helpful to take what employees value most in your company and create marketing content that candidates also find valuable.
Being specific about the content your team provides to candidates can help give perspective on what they’re looking for within certain business lines throughout your organization and help with setting expectations for any workplace setting.
“You’re thinking about what kind of content is helpful and interesting to that candidate and what will also be a sign that you are a player in this space,” Francesca said. “You have teams that are working on these things that are interesting to them. That all is telegraphed to the candidate through content like that.”
This specific content in your recruitment marketing strategy gives insights into the talent you’re seeking and helps them understand what their expectations are in their roles, while communicating any updated workplace policies that affect all employees.
You’re thinking about what kind of content is helpful and interesting to that candidate and what will also be a sign that you are a player in this space.
Francesca McCaffrey, Employer Brand Marketing Consultant at MassMutual
Learn How Talent Leaders are Strategizing Return to Office Policies
As the world transitions from the pandemic, recruitment marketing leaders must navigate the changing landscape of return to office policies.
Adapting to the preferences of candidates seeking hybrid work arrangements is crucial, and transparency and clear communication are essential to build trust and set expectations for both existing and potential employees.
If you lead employer branding and recruitment marketing efforts in your organization, you can apply to learn how Talent Marketing Board members are navigating this changing landscape.
Members meet every week to discuss their strategies in our confidential, vendor-free community and gain actionable insights on their initiatives.
Learn how you can tailor your recruitment marketing strategies to address concerns and inform help candidates on updated workplace settings and policies.
