Employer branding: how to meet the new expectations of job applicants?
Employer branding refers to all the strategies deployed by a company or organization to attract potential talentbut also to build employee loyalty. Designed to develop the company's image and convey its values, it is a fundamental pillar of external and internal communication processes.
More than ever a vector for commitment and performance, employer branding has become impossible to ignore. A company's brand image must meet the high expectations of job applicants, more and more of whom are considering it as a selection criterion for job offers. It is therefore in the best interests of managers and HR directors to look after their company's reputation, as this statistic demonstrates:
Source: bang marketing: the ultimate employer branding guide.
At the same time, the aspirations of job applicants are changing.
In the past, a company's attractiveness was essentially based on purely material aspects. The evocation of financial advantages was the main lever for acquiring hard skills or "high potential" profiles.
Today, the generation of millennials generation is changing the game. Candidates from generations Y and Z stand out for their different concerns. Their actions are motivated more by an awareness of the urgency of climate change. For these young professionals, preserving the environment is a priority. Of course, they don't have a monopoly on ecological commitment, but they willingly integrate sustainable development into their decision-making.
According to a study by HR consultancy Calexa79% of millenials consider CSR to be a major criterion in their job search.
To effectively cultivate its employer brand, a company needs to be in tune with the values of its future recruits.
The latter don't hesitate to scrutinize the scope of their commitment, going so far as to boycott potential employers. According to a recent survey published by Harris Interactivetwo out of three young people say they would not apply for a job with a company that did not take environmental issues sufficiently into account".
Employer branding and sustainable development: a necessary alignment
Reconciling employer branding and CSR (Corporate Social Responsibility) appears to be a winning strategy, on a number of levels. It allows us to approach sustainable development not as a constraint, but as a vector of opportunities for the company. Each initiative deployed in favor of the environment helps shape a positive image, likely to have a positive impact on the employer brand.
Under these conditions, a virtuous circle can be set in motion: by improving its reputation, the company will be in a strong position to attract highly qualified profiles. At the same time, it can enhance its overall performance by strengthening employee commitment. Because employer branding is also a lever for employee retention committed to upholding the company values they consider to be their own. According to a study by Gallup consulting firma study by the Gallup consulting firm, employee commitment helps reduce turnover by 24%.
From commitment to action
Relying on CSR to define an employer branding strategy can only be successful if concrete actions validate the company's message. It is essential to integrate this dynamic into every phase of recruitment and employee induction.
The ecological argument must be based on sincere commitment. If this is not the case, managers can easily be accused of making of greenwashing.
The figures released by Deloitte are very revealing in this respect. While 70% of organizations are aware that they need to become socially responsible, only 30% have taken real action.
Source: parlonsrh.
The challenge is to prioritize concrete measures that generate both meaning and measurable benefits for employees. The green mobility is undeniably part of the scope of value-added actions that undoubtedly demonstrate a company's commitment to sustainable development.
The place of electric cars in a CSR employer branding strategy
The corporate fleet plays an essential role in building an employer brand focused on CSR. More broadly, the sustainable modes of transport favored by organizations are at the heart of the ecological transition begun in recent decades. The Mobility Orientation Act (LOM) requires organizations to include a quota of low-emission vehicles. The provisional timetable calls for replacing 50% of polluting vehicles by 2030. At the same time private and public must install charging stations for electric or hybrid vehicles in their parking lots. The ratio is calculated according to the capacity of the parking area (from 5% to 20%, depending on the size of the parking lot).
Provide your employees with electric vehicles or make available to them Infrastructure for Electric Vehicle Charging (IRVE), such as charging stations, can become a competitive advantage in terms of employer branding. Deploying green mobility makes perfect sense when you enable your employees to act in line with their core values, while at the same time making their lives easier. What's more, such an approach can boost your company's attractiveness, since it echoes their concerns in terms of mobility. Indeed, 8 out of 10 French people would be ready to switch to electric vehicles if their employer offered it to them.
Here are the main advantages of electric cars according to the French in 2021.
Source: ipsos via Statista.
The greening of the company fleet obviously meets ecological challenges, since electric vehicles meet carbon neutrality requirements.
But it also raises financial issues, against a backdrop of rising fuel costs and the development of low-emission zones(ZFE) ZONES. Business travel business trips, whether to and from work or to meet clients, have become a source of concern for the vast majority of working people. The electric car, whether for personal or professional use, offers an optimal solution. It frees us from expensive fossil fuels and traffic constraints in urban areas where air quality standards are exceeded (Crit'Air sticker).
In short, making a concrete commitment to sustainable mobility does more than just improve a company's image. It can influence job satisfaction through solutions that are both immediate and long-lasting. Positive feedback from employees can enhance the employer brand and generate added value for the company.
What are the best practices?
Organizations wishing to promote the use of electric vehicles can take advantage of a number of schemes designed to benefit employees.
The Sustainable Mobility Package (FMD) is governed by the French Mobility Orientation Law(LOM). It takes the form of financial aid to promote sustainable travel between home and company premises. Paid by the employer, this financial compensation of up to €400 is tax-exempt. It is designed to encourage the use of environmentally-friendly means of transport, including, of course, electric car-sharing. The FMD includes the following forms of compensation:
- The titre mobilitéin force since January 1, 2022, takes the form of prepaid tickets (similar to luncheon vouchers), 50% of which are paid for by the employer. It can be combined with the mandatory mobility aid for public transport.
- The transport bonus provided for in certain collective agreements concerns employees who live outside the area covered by public transport or who work staggered hours (night shifts). It enables the beneficiary to obtain partial reimbursement of fuel consumption. For owners of electric or rechargeable hybrid cars, the payment is capped at €500/year.
Companies are under no obligation to adopt or develop these systems. However, they do represent concrete actions that can enhance the employer brand argument during the recruitment process..
Installing recharging stations on your employees' premises: a great way to build loyalty!
Employees who own an electric company car and need to recharge it at home need toinstall a charging station at home. The latest government subsidies, such as Ma Prime Rénov'provide part of the installation costs for individuals living in single-family homes.
But companies that offer to install charging stations at their employees' homes have everything to gain. What better way to promote green mobility, demonstrate your commitment to the environment and align your values with those of your employees? What's more, such an approach will help to retain talent, laying the foundations for a long-term partnership.
Why install home charging stations?
Despite technological innovations, the process of recharging an electric vehicle can monopolize it for several hours. Even if you have installed a sufficient number of charging stations in your company, these will not be enough to cover your employees' needs, especially if they wish to use their company vehicles in their spare time (evenings or weekends). The installation of charging stations at your employees' homes is a sustainable investment that will make all the difference. Your employees will enjoy optimum comfort, as they will be able to charge their vehicle's battery at night and plan their next day's journeys with complete peace of mind.
By opting for a connected terminal, you can more easily determine your employees' consumption and offer them precise compensation for expenses linked to business travel. You'll also reduce administrative burdens by transmitting data on company car energy consumption.
And last but not least, you'll get better cost control. Thanks to this equipment, your employees won't have to fill up at public charging stations, which are much more expensive!
Financial assistance for companies
As a company, you can benefit from the Advenir scheme (under certain conditions).
Since 2016, the Advenir program program has been helping individuals and businesses finance the deployment of charging stations. If your employees live in a residence or apartment building, you can obtain a subsidy covering up to 50% of installation costs. This aid is capped according to the power of the charging station. For example, for individual use, the ceiling is set at €960 excl. tax, and for collective use, the amount is €1,600 excl. tax.
Good to knowhe installation of a recharging point at your employees' homes has no tax implications, since it is not considered a benefit in kind. as a benefit in kind.
How to finalize a home installation project?
Choosing an electric car charging station is not a simple matter of improvisation. To select the right model, you'll need to take into account the layout of your employee's home, as well as the type of electric vehicle and frequency of use (daily commute from home to the office, trips to customers or suppliers, etc.).
Beev is with you every step of the way, helping you select the right equipment and find a competent installer. Need advice? Take advantage of the support of one of our experts to finalize your charging station installation project.
To develop your employer brand and improve recruitment performance, you can make the most of your vehicle fleet. From the deployment of sustainable mobility to the installation of recharging stations on your employees' premises, you have many options!
