The corona crisis has left a big mark on employees in all industries and triggered a significant wave of change in the business world.
Prepared: Karla Sedak-Benčić
A new Ketchum study conducted in the U.S. market found that nearly two-thirds (63%) of employees changed their job-related priorities significantly. Traditional topics such as career development and advancement have fallen into the background. More than half of employees (52%) claim that security in the workplace is now their number one priority. For the vast majority (79%), an employer’s corporate values have become more important than they were before the pandemic.
Are you aware of new employee profiles?
According to the research, there are four distinct personas making up today’s workforce:
- "Ready Resumers" - prepared to pick up where things left off; have not shifted their values as a result of COVID-19 (representing 30% of employees)
- " Values-Conscious Advancers " – transformed and looking forward to reconnecting (25%)
- "Static Sustainers" – content to watch and wait as the COVID-19 crisis plays out (20%)
- "Anxious Evaluators" – least engaged at work today and most worried about the effects of COVID-19 (25%)
Adapting corporate messages to each type of employee, individualizing the way internal communication takes place - is now imperative. In addition to the fact that more and more employees (74%) expect companies to focus on basic human values such as safety, health, diversity and inclusion, they also expect to be recognized as unique individuals.
In addition, employees expect flexibility, two-way communication, and a vision for the future from their employers. Be honest, communicate in a timely manner, listen to their needs and respond quickly to possible concerns, because your employees are a pillar of your company without which there is no successful future.