There has been an employee onboarding renaissance. Industry leaders like Amazon, Walmart, and Target have all reconsidered what they provide employees in an effort to retain and attract staff.
Of course, no radical restructuring of pay and benefits comes without a harsh and unforgiving prompt. A mass exodus of employees reconsidering what they want from work has led to this change.
The latest company to address employee and candidate experience is consumer goods giant Henkel. The company known for its cleaning products is hoping to make its onboarding and upskilling shine.
The new approach and candidate platforms will be entitled ‘Dare to make an impact?’
What changes will be made?
The major change is Henkel’s focus on Generation Z recruitment. Henkel has launched a new career website and digital employer branding campaign.
This digitization wants to capture the interest of Generation Z and it will be rolled out globally across 79 countries. The main marketing for this platform will be done through social media.
Henkel’s new direction intends to show the companies shift to a “more collaborative culture of empowered people and an environment in which employees can grow and develop personally and professionally.”
The company adds “A career at Henkel means contributing to a more sustainable future and growing in a strong, vibrant, and diverse company culture.
“This promise is backed up with concrete examples and proof points of real employee stories, giving an authentic behind-the-scenes look at their everyday work at Henkel.”
Elizabeth Schaumann, global head of employer reputation at Henkel, expanded on the importance of this new approach: “People nowadays are not only looking for employers whose values and goals they share, but for a job with a purpose.
“They want to work on meaningful projects and innovations that contribute to people’s wellbeing and to our society. Personal development, company purpose, and the opportunity to make an impact on business are also an integral part for them.
“And that’s exactly what we at Henkel are looking for: talents who dare to go beyond their limits and think outside the box.”
The claims of Schaumann are supported by many studies on Gen Z recruitment. Notably, LEWIS found that only 19% of Gen Z would work for a company that doesn’t share their values.
With this in mind, Henkel drawing attention to its good work and the potential for staff to develop could be a winning strategy.
Schaumann adds that with this campaign: “We want to address the young people directly and personally – with authentic stories.
“This generation is looking for an authentic employer who takes them as they are and supports them in their personal development – through an atmosphere of trust, inclusive leadership and meaningful projects.”
The new career website is now live and the corresponding social media campaigns are set to start.