Whilst the shipping and logistics industry plays a critical role in the global economy, attracting and retaining top talent in this sector can be particularly challenging, especially as the talent pool becomes increasingly limited.
A&S Recruitment’s Amanda Harrold explains: “These days, offering competitive salaries isn’t enough to set your company apart. Investing in your employer brand will determine the calibre of talent you attract, which, by default, will determine the future success of your company.”
Limited Talent Pool: The Competition is Tough
“Many roles require industry-specific skills, certifications, and hands-on experience. With none of this easily transferable from other industries, this narrows the talent pool and makes attracting top talent all the more difficult.
“Companies cannot afford to be complacent. They must work hard to stand out as a desirable workplace, which requires much more than the basic recruitment efforts. Organisations must drill down to understand what sets them apart, then consistently communicate those USPs and messages to entice talented professionals to choose them over competitors.”
Employees Are Attracted by More Than Just Salary
Everyone likes to be paid for their efforts, but unsurprisingly, the companies attracting the best talent are those with a reputation for being places where individuals can thrive.
Amanda continues: “Job seekers in the sector are increasingly focused on factors such as work-life balance, career development opportunities, and their need for a positive and inclusive work environment.
“Highlighting proven examples of career development, instigating training and CPD programmes, and offering flexible work arrangements, where possible, can significantly enhance a company’s appeal. Those workplaces prioritising diversity, inclusion, and sustainability also score highly with candidates who prioritise these values. Everyone likes to be paid for their efforts, but unsurprisingly, companies that attract the best talent enjoy a reputation as a place where individuals can thrive.
How is Your Brand Viewed?
An organisation’s employer brand is primarily shaped by how it is perceived in the marketplace. For this reason, it is essential to regularly assess how you are viewed by potential candidates, current employees, and industry peers.
Amanda says, “Taking control of your reputation is critical to standing out in a competitive job market. Knowledge is the key to helping you get from where you are to where you want to be.
“Vital insights can be gathered in a host of different ways. For example, periodic employee surveys could be instigated, candidate interviews are always helpful (ask a question about what they believe makes your company a great place to work), or harvest feedback left on reviews on job sites. Social media platforms are also great for learning more about how employees and the wider community discuss your company.
“Once armed with this feedback, employers need to analyse what the feedback reveals and how this new knowledge can be used to improve aspects of the business and help shape strategies to strengthen your employer brand.”
Does Your Website Reflect Your Workplace?
A company’s website is a critical tool for communicating its employer brand.
Amanda goes on to say: “When potential employees visit your site, they should get an immediate sense of your company’s values, culture, and what it’s like to work there.
“A strong careers page can transform how your company is perceived. It should not only list job openings but also provide a glimpse into your workplace. Employee testimonials, photos of your offices or work sites, and videos showcasing team activities can make your company come alive for prospective candidates.
“Your website should also reflect any positive changes or initiatives within your company, such as new sustainability goals or diversity efforts. This helps reinforce a positive employer brand that resonates with modern job seekers.”
In conclusion, Amanda says, “While none of the above is rocket science, it takes a forward-thinking company—one focused on future success—to consistently ensure its employer brand stays top of mind for candidates.”
Originally posted on Porttalk (https://porttalk.co.uk/building-a-strong-employer-brand-in-the-shipping-and-logistics-industry/)