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In light of this unusual, and challenging year for our world, I reviewed my predicted trends for Employer Branding in 2020 (which I published in December 2019). After all we’ve been through with quarantine, global economies shutting down, close to 400,000 lives lost in the past six months, I needed to evaluate whether my initial predictions remained relevant, even throughout this pandemic.
The first sentence, and my positive naivete, of the original article amused me: "The magical year of 2020 awaits us. Full of changes, not only in the field of Employer Branding." One thing remains true of that statement at least, it has been a year full of changes.
I predicted that the attitude and actions of corporations towards their employees - their acceptance, leadership and motivation - would evolve, as was already indicated at the end of 2019. And what direction did I mean? Holistic, long-term, and strategic. I expected the topic of Employer Branding to become further integrated into corporate cultures through their lived values, shared long-term visions and strategies, and diversions from recruitment campaigns, career sites and social networks.
I had no idea how much something as unexpected as a global pandemic would grow this trend.
For each of the 5 predicted trends, I have added a paragraph reflecting on the trend from a post-COVID perspective.