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Employer branding deveria atrair menos gente?
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Uma marca empregadora forte precisa ser desejada por todos — ou deve deixar claro para quem aquela empresa realmente faz sentido?
Neste episódio de Vozes que Movem Empresas, recebemos Lucas Bosco, especialista em employer branding, para discutir por que volume de currículos não é sinônimo de uma estratégia bem-sucedida.
A conversa aborda a importância de priorizar retenção antes da atração, os quatro atributos de um EVP consistente, a distância entre promessa e experiência e o papel da comunicação interna na construção de uma marca verdadeira.
Lucas também explica como estimular o employee advocacy sem padronizar a voz dos colaboradores e por que as empresas precisam trocar “liberdade com responsabilidade” por “liberdade com consciência”.
Um papo sobre cultura, transparência e a coragem de mostrar uma organização como ela realmente é — inclusive para quem decidir que aquele lugar não é para si.
Bloody positionamento, promoção, ao mesmo tempo, diferente. Para pensar sobre tudo isso, nós do portal do Recemos de Lucas Bruce, é especialista em employer branding. E Lucas, eu já quero abrir aqui com uma provocação sua, inclusive. O employer branding deveria atrair menos gente. Por que atrair menos pode ser um sinal que a marca está fazendo melhor o seu trabalho?
SPEAKER_01O Panason, tudo bem? Vamos lá. A marca empregadora, ela não precisa, ela não é sobre lotar a sua carteira de currículo. Ela is more different than this, my favorite because the trabalho de EB is serious, is contar a story exclusive to your attractive what you think of different to offer. And if you are different of the others, you naturally at the end. And not the one who can what you're talking about. If you really feel a EB most, you will have a reality more specific, much unique, which is for the money. It is a contar okay different, especially, at the end of the day of real dentists. Norteando a gente. And no, it's not preciso de three mil currículos para preencher uma vaga. I preciso olhar para três pessoas que sejam incrivelmente aderentes a essa vaga. Eu preciso de três topes and discutir possibilities ali. I don't precisive, I never three people.
SPEAKER_00Conversando with people of mercury, simply follow the employer range, the principal vantagem dessa ferramenta normalmente is direcionado para a parte de atração de talentos. And pouco, na realidade, eu sinto um peso de 70-30, for example, atração versus o engajamento interno. Essa conta não está a pouco desequilibrada, no?
SPEAKER_01Primeiro você deveria olhar para retention. It's like if you attract people with a peneira. You precisely appreciate a return, and it's sort of reter the melody talent, but reter os talents are aderence to your objective, to the objective enough future that's supposed to be certain that else are engaged, that else are connected to the objective, that else entend, that else really vivid a culture that are bastions of the culture that you are constructed in your life. And the point for atraction, because you can attract people and you don't care those people in a sequence.
SPEAKER_00Perfect. Imagine the scenario. What you perfect in the first place?
SPEAKER_01The prime is pressed to enjoy your life? Is it wrong to see the reality, what de facto has people here? Because we discovered when we come to work on market, when we construct your EVP. I have certainly that CEO, leader, VPR, have a vision of what the empresa is, imagine my reality, depending on what they de facto have a vision of this, but not prone to see what the people fancy. The market empregadora in general, it is to traduzing contextual, I got to chamar the verdict interna da empresa. It's traduzing the verdade interna da empresa for as pessoas, dentro anda. And I'll get for this, I will not imagine. And so when you conversation about market empregadora, it simply comes polito, much construído sobre o que a empresa espera, what the empresa is, what a empresa tem de mais importante. It's very much established, some people with cargo more out of fact absorbed a message. But when a gente conversation with people who realmente are in the empresa no dia a dia, the motives that contain for a gente, can continue in that, else prefer that a concorrent or quality in the club are generally different.
SPEAKER_00Imagino que você já tenha desenvolvido alguns EVPs, toc? Sim, exactamente. O que não pode faltar num EVP, e fundamentalmente, qual é a assinatura do Lucas que está nos EVPs, além de que você fala, cara, isso aqui é a minha assinatura como profissional.
SPEAKER_01O que não pode faltar, eu não vou te dizer que exista algo, porque o EVP necessarily for jeito da empresa to de fato existir. Então eu estou traduzindo uma verdade interna e transformando isso in forms of contar my forms of contact. So I think there's nothing. I'm até pensando de novo, but I think there's really nothing to say. O que tem que ter é process, it's pesquisa, é conversa. And if you create a MVP in your cabinet, you probably feel hard. It seems a sort of one that might be.
SPEAKER_00What acontece when one of those ferramentas falta in this construction?
SPEAKER_01I think the FP tem quatro características, and two of those parecem muito, but else not próximo, I will explicitly. A concorrência vai fazer um trabalho andar de outro jeito. Você quer contar uma outra história. You're a little bit. A final depends on one cool, the other meeting equal, I will be for quality one deles, no five difference. So different days of the concorrent. Narrativas genéricas, we'll dare an example. Dizer somos a melhor empresa do mercado, somos a melhor empresa tocar. Because it's a específico, maybe igual ou diferente dos outros, ainda não é único o suficiente. And se você não for atrativo, não vai funcionar. And the mais importante dos quatro pra mim é o real. Porque seja lá como você for, and de verdade, when you old for empresas do mercado, elas são muito different. Elas atraem pessoas completamente distintas andar. Tem espaço pra empresa que diz, oh, I'm sonhador, I'm so focused in a mundo melhor. Empresa que diz, I quero dinheiro andar mais importa. Tem público for as duas empresas, tem pessoas foras. Você precisa contar essa storia, mostrando, ó, I'm pressed, I quero saber de grana, o resto, não me interessa, não me procura, não é sobre isso. Andrew that will say, don't go, that's a reality a little bit different, but it will solve the world. And then people for the two.
SPEAKER_00When you pull one of these empregadora, create a communication with people, a way to existed internally that is the sufficient to be a marketer for a promesse specific would attract as pessoas certainly, but before the chapter, it precisely the day. Is that context with much frequency?
SPEAKER_01What to say with certain the indoor marketing, the communication international, is a very important in the process of microemplegor, just because the communication is quite literally a voice of the person. It's what the present says for them. If you don't want a story alinquest, if the voice, the tone is alintured with what I promised to this person after entry in the empresa, I cause this dissonance that you want my story, I'm having one, what's happening? Is this the person sent more in a cilantro? And this alignment is so important. The construction of market empregadorain, a strategy, and one will contribute a way to make more or more, but it precisely reproduced by the end. You can, in particular, or responsible for marketing, with the team of talent. Claro, the process collective is to be aligned with what they're constructing, but then alinhar with a person of communication internal, with people of marketing. If you find a campaign of vendors for the Diabla, who wants values parecidos with a sua marca empregadora, você talvez esteja criando uma dissonância. A personal area está me contando aqui no posto do LinkedIn, colaborador dele, que it is super inclusive, that's abraçar a diversity, that a promotion does mães é heteronormativa. Calma. Você está contando duas verdades different and elas vão impactar na hora that you're old to the empresa. Como é que você inclusive a sua promoção não é? Ou você, inclusive, todo mundo inclusive, or você não é, anda. This is one of the questions that a gente when we constrate a strategy of marketing. We precisely, but certainly those are the communication of the empresa stage alinhadas.
SPEAKER_00You trouxe this example of the mansion.
SPEAKER_01I shouldn't have been so depart, but I think that's a reality in community. But I think that there's a limit that you could contar to a viés more interesting, a lot that seems positive. And when you follow market empregador, I find much of a race, a part that's too bad. Because the fact that you don't want this reality is important for me. And it's much clear, it functionally.
SPEAKER_00Perfect. Você tem na sua formation design industrial. Veja só vocês, amigos do mundo RH. Olha que a gente está intervistando a monte ofers, Lucas, dentro desse segmento de employer branding e sempre com formations distintas, o que traz olhares múltiples, ideas, diversos insights, super different. And so it's been very bacana a experience to cover this area, because it's effectively an apprentice. Dentro, colour a tube of design, come to investigate the journal of the collaborator to decide what campaign, the most that you can produce.
SPEAKER_01And the person of employer branding is in those places, of those universities. I conceived people who are in communication, people who are the course of history, people who are the psychological. When we see the collaboration, it's more interesting because you need to look for all the aspects to understand all the questions, to see all the problems. You look for all the questions and try to show what is the what function, how the entire, how it could work, or if that communication is aligned with what. And the most important thing, I think the design to this, if you're a designer graphic and you are constructed a communication specific, but you know that the process of the person is not functional, not connected, you still can resolve this problem because you know that one impacts the other. And the same thing function for the reality of market. But if you're focused on the attraction and when you go in the order of the experience of the candidate, you feel like this is not my scenario, and I have a problem, the attraction has value. If you look at the attraction, if you want the experience of the candidate, they enter gentlemen, but when a person enter the empresa, the onboarding is not connected to what they are doing, you need to go to this. So I think the vivid of the market on design is about to go to the other and enter where the problem. There are things are in one area, two or three or those, but you need to prepare with the connection with those. Responsible for one of those pernas, not a lot of force, as other three are caído.
SPEAKER_00And the experience of collaborator, what moment you enxerga can test if the position of real or not? A liderança, reconnectivity, disinvolvement, desligament, or pequenous rituals of the day?
SPEAKER_01I think the queen has much control, I could think that the moment impact is the fact that I want to look for a mortgage, because I think that we have much control about what is it. And the moment is the prime contact from the empresa. The prime contact of the time is for LinkedIn, in Lastdoor, the empresa and all the journalists of recruitment. But the prime contact of the empresa is the onboarding, and it is more important because the prime impression we find, the first way of onboarding. But what much impact and what we have more control is the liderance. A bad leader, a leader that the empresa, to enter the importance of what they are doing in the market, and a scenario ideal, this leader, this lideranists to construct this strategy. But when the collaborator entries with this person, in fact you seem to be connected with that information of the EVP is, our place is this, our strategy went for this, so we have to see this reality. But the life, we have more control.
SPEAKER_00Me down, you are the EVB, so you try this document, this story with orgular, with zelo. And existed, rupture into a promessa feita and a experience of collaborator, what deveria series are communication? Proteger a reputable, visibility a problem, or ajudar a organization to corrigir?
SPEAKER_01Probably if you de facto enxerga a discrepancy, a dissonance between the EVP, you precisely refaz it. Alright, the process, a whole metaphor was pulled, alguien important participated, a few things in this construction that did. The result was a result of verdict. The VP is the only form of developing market empreended, there are strategies more interesting that could be made after the EVP, in fact, I follow construced, but we say that it is more traduzid than construed. There are solutions of market that are more obvious in the year. And you're saying, but nothing wants this, none who is here. There are these things that you can resolve the market. And if it don't work, if it don't be connected, and alguien followed, I'll leave the front, and long before you perceive that the coming is this, you can say. So we will do something. Instead of patronizing the message, you need to say, I'll take a community more alert for you to get the such form. Just because the explosion of influence that we have for a year, it is very clear that the people conflict in the influence, the people who are content stories, do que a marca to dizendo. Até porque a marca vai sempre, I'm so incredible, to be here maravilhoso. And the person of verdict will say, Acordo cedo, eu saio tarde, mais in compensação, I think. Or a person who does in alter frequency, but adora, function more. And the way. I think the principal design. The people don't need to be both in communication. They need to be interested in that. Because you posso te ensinar, olha, storytelling, como é que funciona, LinkedIn funciona assim, produção de conteúdo, tem ângulo, tem foto, tem vídeo. Eu posso te ensinar tudo isso. O que eu não posso ensinar é ter vontade de compartilhar. Você sentir a vontade pra compartilhar. Isso tem que vir de você. E acho que a terceira point for me é importantíssimo é criar essa segurança psicológica. Eventualmente vai ter a coisa errada, vai ser uma coisinha, existem problemas que pode acontecer, you will te alert to those. But I don't want to demit for this, you don't want to be processado for this. I don't want to contar o nosso resultado que não seja público ainda. Tem um monte de regra que o jurídico vai ajudar a construir, sem sombra de dúvida, but fazer com que a pessoa se sinta segura o suficiente para fazer isso. Pra contar ali como eu faço no meu Instagram. Eu post what you ask that faz sentiment. And because I say that you're contando a story that I'll tell. É óbvio, I don't post it on Instagram de qualquer jeito, o que eu quiser. No, I'll like to move that apart, function. Come on, no LinkedIn, I conto the stories of the present the tempo. But I conto things that are public, which I say that might be contacted. Some things that I live in the day to day, someone of the experience. You contact your life, about your experience, what you are seeing in the empresa. There are some things that you can say to our collaborators this way that they can contain things and don't reprehend them, don't suffer retaliation, especially retaliation internal. And the company has to be more forced to be internally, which is different. And that's it. I'm talking about the empresa, I'm talking for me, for the empresa, for you, to try more people who are both for the gentleman. And create this campaign to be clear that these people don't want to apparently. They're trying to feel because the empresa may apparent. It has much sense, but you made this front? That's it, I think I made a because I do liberty with conscience. Responsibility has a pay, you precisely be more responsive for the detail and nothing. You have you have a post a book for the tone, but take a conscience that this error is a problem has the difference.
SPEAKER_00So a gente no Tinder somebody colouring a photo bonitinha, you're so incredible, and a gente já chega dividend those lourds and me that's it.
SPEAKER_01I think much of this is, Mark Empregadora is a session of therapy that's to older problems and assume that they are the idea.
SPEAKER_00You don't have to feel those outside.
SPEAKER_01I function at 20 years, 30 years, I do look, I do results, I form people increased being like I am. I don't want to be different than this. What I want to say with clarify is why I can be in the years, and in this direction, I can show that I'll evolve or one or another. But as a therapy, the exercise, the strategy of the market will recognize who you are and have to do this.
SPEAKER_00What a terms of employer branding.
SPEAKER_01Mark matter, but not matter the concept. The concept of employer branding is very important. It exists for many years, it was much time, and it's avive because it is about the idea for people. But the right of market evolution is like natural, but the market that we can evolve. I think the future will be more space for the collaborative and container ainda more dure from the proper empresa. That is the case of Pandora, they should say all the demons that are too bad. Because I precisely vehicle. I precisely enxerge down to your empresa, seja na qual for, what says, how function, se is bomb se is difícil, se is fácil. And I don't know about you, it's fácil, aqui é tranquilo, você chegar e ser horrível. Because I te contei that's fácil. If you disser a empresa is terrible, o bagulho aqui fica doido, o pessoal me enlouquece no final do mês, and you dissera I quero, ótimo. Você vai entrar sabendo disso, vai chegar atrás, vai ser uma loucura, and you will say. I assine this contrary, I believe it was.
SPEAKER_00Talvez this seja one of the apprentizados com o Lucas Bosco. Sinceramente, I esperava nada menos de você, Sr. Bosco. It was very backup, de verdade, cara. So é isso, amigos do Porta Mundo Ragnar, fiquem ligados that is branding and compartilhar mais ideias.