Ketaki Mehta emphasizes the need for inclusive employer branding which should also be for contract employees who are going to add value to the organization.
In today’s dynamic corporate world, the relationship between employer and employee is changing. Corporate Companies hire contractual workers for their specialized skills, flexibility and diverse perspectives on projects.
Contractual workers play a crucial role in companies. As an employer, you have limited time to make an impact on them as they are project or need specific hire. There is a possibility that if the project or need gets extended for a longer period, they would want to absorb the contractual work as a permanent employee. Even if they are not absorbed in the company, they would share their experience of working with their company, family and friends. This experience sharing
All employees – permanent or contractual have to at the end create value for the company.
Good Talent needs to be attracted to the company. The strategic way to do it is called ‘Employer Branding’.
Let us start with the basic definition of Employer branding – the overall experience that one gets when one works with the company. This experience should be memorable as they become free advocates for the company.
We will go through key areas for Employer Branding for contractual audience:
- Induction for communicating core values
When one takes time to communicate mission, vision and core values, trust is developed. It makes one believe that they are brought in the company to deliver an impact. Simply put, it makes one feel significant.
- Clarity of the job role and projects
When the project scope, timelines and communication is transparently communicated, it leads to increase in trust and security in the contractual employees. People deliver better when they are trusted and not taken advantage of.
- Maintaining positive work environment
Talent gets attracted to a collaborative work environment which exudes work life balance and fosters inclusivity. It is crucial to maintain a positive work environment.
- Appreciation for the work
When one feels valued, one delivers better performance. Contractual workers might return back to future projects. So they have to be publicly appreciated, acknowledged for their contributions and made a part of events.
- Offering Training and Development
When an employer invests in training and development of contractual employees, not only does it lead to better performance but it also helps them believe that the employer is invested in their career development.
A very good example of Employer Branding for contractual employees in Infosys,TCS and many IT MNCs. Their employer branding is comprehensive. They are inclusive in their employee engagement programs and hire for diversity.
For becoming a valued employer for contractual employees, strategic employer branding is the way to become partners in their long-term professional journey.