Worth it!
Desperately seeking talent! But how can companies convince and retain potential candidates in the current battle for skilled labour? Well, Düsseldorf`s employer branding experts know that for many employees it is not so much social benefits that matter, but appreciation, opportunities to help shape the company and the chance to grow personally.
Fruit basket, table tennis table and fitness subscription? You wouldn’t exactly say no, would you! At the top of employees' wish lists today are worklife balance and time flexibility. "The world of work has changed as a whole, and our individual life situations are also constantly changing. A rigid 'nine-to-five in the office' simply no longer fits in today's world," says Judith Reckert, Head of Employer Branding at Crossmedia. The Düsseldorf-based agency introduced a new working model at the beginning of 2022, which entails a reduction of working hours to a 35-hour week on full pay, a progressive flexitime model with overtime compensation as well as the freedom to choose where to work. "During the pandemic we have seen that this works well. The ability to organise working hours more flexibly over the course of the week in order to accommodate different lifestyles and at the same time meet the changing needs of our customers is our most important social benefit," says Reckert. According to the employer branding expert, the issue of sustainability is also increasingly important to the younger generation. Whether it's the use of green electricity, environmentally friendly mobility or food-sharing compartments in the office fridge for conscious food consumption - Crossmedia is taking a stand on environmental issues and is investing in a new environmentally friendly office with an elaborate climate concept, which is due to be completed in mid-2024.
Health and mental health workshops and sports events are part of modern corporate culture, for example at Crossmedia.
Sustainability and Social Engagement. Wellbeing and health management also play a central role in creating a positive and therefore, attractive working environment these days. Health and mental health workshops, sporting events, subsidised fitness courses or free yoga classes in the office - more and more companies are investing in the physical and mental health of their employees and their social commitment. Crossmedia, for example, gifts all employees a day's work on Social Day, which they can invest in a voluntary project of their choice. However, first of all there must be the creation of an inclusive and fair working environment, which in itself promotes mental health, reduces stress factors and ensures that employees have access to resources that improve their own mental health. Judith Reckert is convinced: "By putting people at the centre and creating the right framework conditions, we maintain passion and enthusiasm for our work. This enables us to satisfy customers and helps agencies remain fi t for the future. A satisfi ed workforce is the foundation of our future viability."
Empathy and Personal Responsibility. "Come as you are!" is the motto at Düsseldorf-based telecommunication provider sipgate. "Inclusive and respectful cooperation is important to us. We try to shape this ourselves on a daily basis and constantly aim to improve it, for example through our Safe Space Community or our Diversity Group. It's important to constantly exchange ideas, respect each other and learn together," says Sigurd Jaiser, Member of the Management Board at sipgate. Yellow glasses, green hair or a suit? The main thing is that everyone feels comfortable and the chemistry is right. The Düsseldorf-based company is a pioneer when it comes to social benefits - from in-house childcare to free seasonal organic food in the company's own restaurant, from fully remote working to individually adjustable working hours, from employee events to an outdoor playground for the nine office dogs. However, sipgate has also learnt that today`s employees are more interested in having involvement in decisions, in commitment and further development. Maximum personal responsibility instead of hierarchies. So, in order to learn from each other in teamwork there are always at least two people working on the same task at spigate, thus preventing errors from the outset and ensuring high quality. At sipgate, employees are not only able to further their professional training on an individual basis, but all teams are responsible for their own personnel decisions - from advertising the position to the interview and hiring. For progressive companies like sipgate and Crossmedia, professional and personal development, the opportunity to give feedback and to be involved in decision-making processes are the basis for joint further development.
Catering guaranteed: At sipgate, fresh meals are prepared for the entire team in the in-house restaurant.
Persönliche Weiterentwicklung steht heute im Fokus vieler Mitarbeiter:innen.
Communication and Clarity. "There is currently a strong focus on involving employees and allowing them to participate in processes," says Jörg Wolf, someone who knows what he`s talking about. Together with Sabine Castenow, Wolf has been positioning employer brands for around 15 years and ensures that they can be experienced along the entire employer cycle. In addition to the two managing directors, a team of almost 50 people at the Castenow employer branding agency is looking after clients such as the German Armed Forces, AIDA, Rewe, the city of Cologne and numerous medium-sized companies. "Social benefits are often 'accepted with thanks', but it is more important for employees to feel taken seriously and valued and, above all, to be able to develop themselves further," confirms Wolf. Benefits such as fitness training or free drinks are only effective for the first 4 to 8 weeks, then the familiarisation effect kicks in. More sustainable is an appreciative corporate culture that gives employees plenty of room for personal development as well as clear, transparent communication - even during onboarding. After all, one in two people would resign if they weren`t feeling comfortable in a company's organisation. Offboarding should also be respectful and appreciative - because employees who leave not only carry the image of a company out into the world, but are also happy to return to a company if they are treated fairly. "A company's credibility is the be-all and end-all when it comes to attracting talent. The culture and values that are communicated externally must also be lived internally," says Wolf. A recent survey by the Wirtschaftsjunioren Deutschland (WJD) also shows that it depends on the boss whether young people decide to take a job. According to the survey, more than half of the Generation Z respondents want their superiors to show appreciation and praise. For 43 per cent of those surveyed, the boss must be open and ready for change. Only in third place is professional expertise. While 74 per cent want a good work-life balance and 71 per cent the prospect of varied tasks, 81 per cent - the majority of respondents - consider good earning potential to be the most important factor in their choice of career. So, it looks like at least one thing isn’t going to go out of fashion anytime soon: money. •
Words: Karolina Landowski
Pictures: PR, Amt für Umwelt- und Verbraucherschutz, Düsseldorf, Crossmedia / Jan Ladwig, sipgate