How to take care of employees: those present and those we want to acquire?

How to take care of employees: those present and those we want to acquire?

Today's challenges on the job market require a thoughtful approach to building an employer branding strategy that attracts talent and increases the engagement of employees already present in the company. During the discussion panel at BSSForum in Gdynia, participants shared insights and solutions that support companies in these activities.

Key takeaways from the discussion

1. Employer branding starts internally
   The foundation of any employer branding strategy is awareness of employees' own values and opinions. The key questions are: “How do employees perceive us?” and “What do we want to communicate about ourselves externally?”.
2. The employee as the best customer of the company
   It is worth treating employees with the same commitment and care as customers. The marketing department cares about the image of the company towards the audience, so a similar approach should apply internally - building relationships with people who contribute to the success of the company.
3. Listening and communication as a basis
   Regular dialogue with employees allows you to understand their needs. Transparent and fast communication enables the company to respond to team expectations in real time, which affects engagement and efficiency.
4. Modern benefits instead of red carpets
   Modern benefits solutions such as flexibility, quick rewards, feedback and access to modern services (e.g. car sharing or streaming platforms) respond to the real needs of younger generations.

Opinions of panelists

Maja Paradecka stressed that simple initiatives, such as running together or participating in charity events, build positive memories and loyalty to the company. Agnieszka Langer-Król drew attention to the role of front-line managers, who are crucial in building relationships with employees on a daily basis.

Karina Trafna noted that supporting parents, for example through on-premises kindergartens, builds trust and shows that the company cares about their future. Beata Kruczek stressed the importance of the correct selection of channels to reach potential employees when recruiting.

Practical tips

• Personalize your benefits strategy: Adjusting the reward and appreciation system to the needs of the team.
• Data analysis: HR tools allow you to track the structure of the use of benefits according to criteria such as age, position or team, which helps to adapt the offer to the needs of employees.
• Long-term actions: Companies that invest in activities that support not only current employees, but also potential ones (e.g. opening kindergartens), build a lasting advantage in employer branding.

Final conclusions

Modern employer branding is not about rolling out the red carpet, but about skillfully listening and responding flexibly to the needs of employees. The key is transparency and authenticity, as well as investment in modern tools to support team management.

The panel took place on 25 January in the Pomeranian Science and Technology Park in Gdynia. It was attended by:

• Agnieszka Langer-Król, Director of Board Support, State Street
• Michal Koscianek, Managing Director, WNS Polska
• Beata Kruczek, HR Business Partner, Alexander Mann Solutions
• Maja Paradecka, HR Manager, Kemira
• Karina Trafna, Chairman of the Board, KIDS&Co.

We thank all participants for the inspiring exchange of experiences.

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