Employer Branding en tiempo de crisis
Álvaro mayo 6th, 2009
Vivimos uno de los momentos económicos más convulsos de la historia en el que la destrucción de empleo es noticia de portada prácticamente a diario. Por este motivo, muchos dudan sobre si en esta situación de reducción de presupuestos y recortes de plantilla es recomendable seguir invirtiendo en la mejora de la imagen de una empresa como empleador con el objetivo de atraer y retener a los empleados clave, también denominado Employer Branding.
Aunque ya empiezan a atisbarse pequeños indicios que nos hacen ser un poco más optimistas, es cierto que todavía nos queda un largo camino hasta el final del túnel. En cualquier caso, la historia nos dice que las crisis y, de hecho, cualquier período económico, tienen un carácter estacional o cíclico y, en el caso de la que venimos sufriendo desde hace unos meses, las previsiones financieras señalan 2010 como el año de inicio del retorno a la estabilidad. Para entonces, según datos del Instituto Nacional de Estadística (INE), la curva del crecimiento vegetativo, la diferencia entre el número de nacidos y el número de fallecidos en un lugar durante un año, después de unos años de estancamiento, gracias sobre todo a los hijos de los inmigrantes, volverá a una pendiente negativa cuyo resultado directo será la falta de incorporaciones al mercado laboral o, lo que es lo mismo, una reducción drástica de la oferta de empleo. Esto supone la vuelta a la situación vivida en los últimos años en la que las empresas tenían grandes dificultades para encontrar las personas adecuadas para alcanzar los objetivos previstos: la llamada “Guerra por el Talento” .
La realidad muestra que incluso hoy, en plena crisis económica, encontramos sectores con importantes problemas para encontrar profesionales como es el caso del médico-sanitario, el farmacéutico o incluso alguna ingeniería. También es significativa la información publicada esta semana sobre el alto número de contrataciones previstas para este año por los principales bufetes de abogados que operan en España. Estos datos avalan los resultados publicados en la última EPA que indican que la tasa de paro de los nativos con formación superior o técnica, a pesar del aumento, se sitúa en valores mucho más reducidos que la global.
Otro aspecto igual o más importante que la atracción es la retención de las personas clave en una organización. Son muchos los que creen que ahora todo el mundo está “agarrado a su silla” pensado en aquello de ¡Virgencita, Virgencita, que me quede como estoy! por lo que consideran que no es prioritario hacer esfuerzos destinados a mejorar la situación de sus trabajadores. Esta perspectiva, que posiblemente sea válida para determinados casos de la plantilla, vuelve a ser demasiado corto-placista y, con mucha probabilidad, supondrá un grave problema a medio y largo plazo. Es ahora, cuando las noticias externas y movimientos internos generan confusión e inseguridad, el momento en el que hay que hacer un mayor esfuerzo de comunicación interna para que nuestros empleados sigan pensando que nuestra empresa es la mejor opción para desarrollar su carrera profesional y no busquen otras salidas para “huir” en cuanto puedan. Este esfuerzo ya se vería justificado aunque nos fijáramos únicamente en el coste económico que supone la pérdida de un empleado clave y su sustitución por otro que pueda desempeñar su misma labor.
Además, normalmente son los buenos profesionales los primeros en salir al tener mayores oportunidades.
En situaciones de inestabilidad las acciones de carácter interno adquieren un valor diferencial que habitualmente parece que sólo se otorga a las de índole externa. La incertidumbre provoca que los empleados lean los comunicados enviados desde Dirección o RR.HH. con una expectación que en otro momento es improbable conseguir. Por este motivo, es más necesario que nunca saber comunicar lo que queremos transmitir, cuidando y seleccionando no sólo el mensaje sino también el canal y el momento adecuado.
No debemos olvidar que los profesionales son el primer embajador de la empresa y su ayuda tanto desde un punto de vista de captación y retención de clientes, como de atracción de potenciales empleados (las referencias internas son una de las mejores fuentes de selección), es primordial para la consecución de los objetivos de una compañía. Si éstos consideran que su empresa es estable y un buen lugar para trabajar, su nivel de motivación será mayor y, por tanto, mejorará la calidad del servicio. En esta línea, un deterioro interno de la imagen de la firma podría llegar a ser muy perjudicial para los intereses del negocio.
Un buen diseño y ejecución de un plan de Employer Branding puede suponer una verdadera ventaja competitiva que no sólo nos ayude a afrontar mejor esta situación económica, sino que nos sitúe en una posición privilegiada con respecto a nuestra competencia cuando el ciclo económico sea más favorable. Los resultados que obtendremos a partir de cualquier acción exitosa en un momento como el actual en el que apenas hay movimiento, tendrán una relevancia mucho mayor de la esperada en un entorno más estable y, por tanto, con más actividad.
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En línea con la gestión y búsqueda de talento y como un nuevo ejemplo de innovación de una de las empresas que más citamos en este Blog, os remito al artículo publicado hoy por the Wall Street Journal (y replicado por El País) sobre el nuevo buscador desarrollado por Google para identificar a los empleados descontentos.
No da mucha información por lo que la legalidad de la herramienta todavía no está clara… pero es un claro ejemplo de la preocupación de las empresas “por la fuga de cerebros” (de plena actualidad)
http://online.wsj.com/article/SB124269038041932531.html#articleTabs%3Darticle
http://www.elpais.com/articulo/internet/Google/crea/buscador/identificar/empleados/descontentos/elpeputec/20090519elpepunet_1/Tes
Mirada cortoplacista, uno de los mayores virus que puede haber en las políticas de RRHH. Dejar de preocuparse por la imagen que proyecta tu empresa como empleador al mercado laboral (interno y externo) o incluso dejar de contratar por reducción de presupuesto debido a una recesión económica es sinónimo de gran miopía.
¿Qué pasará cuando el ciclo económico sea alcista? ¿Contará la empresa con los mejores empleados para aprovechar las oportunidades? Si no es así tendrá que buscar fuera ¿Cuánto tiempo tardará una empresa en cambiar su imagen para tener una propuesta atractiva en el mercado laboral?
En los periodos económicos bajistas las políticas de RRHH siguen tiendo gran importancia, los talentos inexpertos que contratas hoy junto con los empleados expertos que cuentas en tu plantilla hoy, serán los que te ayuden a crecer mañana.
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