The future of HR won't look like its past
The economic downturn has forced employers "to do a lot more with a lot less" and a return to previous levels of spending is unlikely, says News Digital Media's executive director of emerging businesses, Michael Solomon.
Develop and promote your brandAs Generation Y employees overtake baby boomers to become "the most dominant generation in the Australian workforce", and retirement rates overtake birth rates, the ability to operate on a "new horizon" will be critical, he says.
"We know that if there was a talent shortage two years ago, moving forward there's going to be a general people shortage," Solomon says, and as attraction becomes more crucial, so will brand development.
"The key thing to developing a consumer brand - especially for the current generation - is around flexibility, work/life balance, what people say about you as an employer at parties or barbeques, use of technology - they're the things that Gen Y tells the next Gen Y, and that create the employer brand.
"It's not about putting a big Nike swoosh on the front of your ad and saying 'come and work for us, we're great'," Solomon says. "I think the current generation's a bit more savvy than that and getting your offering right and your onboarding right is the core driver of your employer brand - not whether people have heard of you as a business or not."
Solomon will explain how employers can "bend with the times" and use their branding to "hook" talent at the 2010 AHRI National Convention in Melbourne next month.
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