Love marked the pulse of Thursday night at the Golf Club. The Randstad consultancy presented its Lovebrand studio in Uruguay for the first time with a luxury production hosted by Lucía Brocal. As stated by the director of Communication, Marketing and Product of Randstad, Regina Ávila to Coffee & Business The focus of the event was aimed at accompanying the spirit of the Lovebrand studio with experience, which precisely reflects people’s love for brands, but this time it’s not about customers or consumers, but the love of those who aspire to work for them.
The meeting featured several panels, in the first of which Brocal interviewed the CEO of Randstad for Uruguay and Argentina, Andrea Ávila, who referred to the behind the scenes of the study in Uruguay and the importance of organizations building their employer brand. Later, Randstad’s Director of Administration and Finance for Argentina and Uruguay, Juan Pablo Lara, starred in an interesting exchange with three benchmarks of companies recognized by their employer brand: Valeria Pardal, CEO of Nestlé, Tomas Gabino Gomez Alzaga, director of the Southern Cone of Mondeléz and Diego Wollheim, general manager of Montes del Plata. Before the awards ceremony, the auditorium full of guests was able to enjoy a reflection by the philosopher and communicator, Facundo Ponce de León, regarding temporality.
The Randstad Employer Brand Study is already being conducted in 32 markets around the world—representing more than 75% of the global economy—many of them for more than two decades. On this occasion, more than 2,000 people from 75 Uruguayan companies were consulted in Uruguay. Within this framework, the five most important factors for applicants when looking for a job were defined: pleasant work environment, job security, attractive salary and benefits, career development and work-life balance.
The activity sectors that received the most votes were: the pharma sector, technology, banks, mass consumption and construction.
top 10
According to Lovebrand from Randstad, these are the 10 most attractive companies to work for in Uruguay:
| 1 | Scotiabank |
| 2 | IBM |
| 3 | megalabs |
| 4 | Santander |
| 5 | Free market |
| 6 | Itau |
| 7 | Merck |
| 8 | BBVA |
| 9 | will know |
| 10 | Coca Cola Femsa |
A new paradigm: What are employees looking for?
“We lived in the paradigm that the company chooses the candidate, now the candidate also chooses the company,” said the CEO of Randstad for Argentina and Uruguay, Andrea Ávila, during the meeting.
By the way, the study offers some clues about what these candidates are looking for. For example, he claims that no less than 81% consider non-material benefits to be very important.
In turn, almost nine out of ten employees believe that it is important to give them the opportunity to recycle and improve their knowledge.
Well-being and mental health benefits at work are important to more than half of those consulted and, according to the report, equality and diversity are almost as important as well-being, but they do not usually discourage workers if an employer does not offer them. In other words, for the moment, diversity and inclusion is not a major need for workers, but rather an added value of an employer.
Employer brand: the challenge of winning over workers
Beyond the companies that were awarded The great value of the study lies in a report that the Randstad consultancy gives to each of the companies that participated in the study. This was explained by the CEO of Randstad, Andrea Ávila, to Café & Negocios: “The reports will provide them with information on the 10 factors that have been evaluated by the candidates, they will be able to know how the candidates see them. For example, regarding my scope of work, if I am first or if I have it in the basement; It also allows you to know how the company is doing against its own sector and against other sectors that, perhaps, are not direct competitors, but that today are taking away the talent that you want to retain”. With all this information, companies can take concrete actions to improve their employer brand.
“The employer brand is one of the most important intangible assets that the company has,” said the CEO of Randstad and emphasized that despite all the investments that a company can make, people are what really make a company sustainable.
But this is not only a reputational issue, but also has a direct impact on the finances of organizations. In one of the blocks of the meeting, Ávila highlighted that “working on the employer brand we are going to reduce our hiring costs by 10%, this is statistical; and if we have a consistent value proposition we will be able to retain it”.
According to the information collected by Randstad, the best employers are valued mainly according to their financial situation, in addition to their good reputation. Employers could take this into account when communicating their values, as this will help attract more candidates.
Changes, everything changes
In the Lovebrand study, Randstad shows how change processes occur in organizations. The balance between family and professional life is the main reason for changing jobs, in fact 55% of those consulted would change jobs if it would allow them to improve said balance.
Other reasons are: too low remuneration, lack of opportunities for professional development and lack of challenges.
Social networks are the means most used by people to change jobs, with one in three workers (34%) using them, according to the report.
