The pandemic and its impact on the world of work has highlighted the importance of talent in organizations, prompting them to rethink their relationship with their employees. Companies like Mccann Worldgroup have created tools like Meaningful Talent Brands to develop projects based on the emotional connection between employees and organizations.

The Great Retirement, a movement that originated in the US, has affected nearly 4 million professionals from various sectors and levels who have quit their jobs to find more meaningful work lives. A phenomenon that gradually reaches other geographic regions such as Europe.

According to a recent report by CapGemini and Randstad/CEOE, one of the “top three challenges” for CEOs in 2023 is a lack of talent. Globally, the gap between demand and supply of digital talent is 54%, which seriously hampers the necessary transformation process for brands.

In Spain, 72% of CEOs see talent shortages as the main problem in Spanish companies, and 41% of them understand that it will be much harder to fill a job in 2023 than in 2022. consider loyalty to talent the biggest problem for Spanish companies.

For this reason, companies are rethinking their HR and HR strategy, giving employees undeniable value and placing more value than ever on the relationship and emotional connection established between the organization, the employer brand, and the professional.

Today, people don’t seek a simple business relationship with the company they join, they expect to form emotional bonds with the organization and brand; a connection that goes far beyond economic rewards… Professionals want to develop in companies whose principles are the same as their own and where their life and professional goal “coincides” with the company’s goal.

According to the Harvard Business Review, 9 out of 10 people are willing to sacrifice a percentage of their salary to get a job with a specific purpose that makes them feel like their results matter to the organization they work for.

The attraction that the candidate feels for the brand during the selection process should not only not be weakened, but by creating an emotional relationship, a strong and positive bond will be created between the company and the employee.

The new context means that talent has become a priority audience for organizations and their CEOs, so HR departments must urgently prioritize their employee experience (EX) strategy, employer branding, talent acquisition, and value proposition for consistent, relevant and differentiated employees. .

The loss of an employee now has a greater impact on costs than it did a few years ago, and according to market estimates, around 4,000 euros, which is a really significant cost. That’s why we have to keep in mind that 9 out of 10 employees worldwide believe that EX will be a priority in the next 3 years (according to Willis Towers Watson) or that employees who are satisfied with their company experience are 69% more likely to achieving high performance and 89% more likely to stay in line with Gartner.

In this context, companies such as McCann Worldgroup have chosen to add all their experience, putting it at the service of the world of talent, with all the necessary capabilities and skills to develop projects around the emotional connection of employees and organizations.

Meaningful Talent Brands is a new product that is integrated across all of the group’s disciplines. A solution to address the major challenges organizations face today to establish, strengthen and solidify the emotional relationship between brand and organization, internal and external talent, by combining strategy, data analysis and creativity.

Meaningful Talent Brands is a solution created by McCann Worldgroup to help its clients build an employer brand with a meaningful employee goal. A solution that will personalize the employer brand to make the organization stand out in its talent recruitment strategy.