Employer Branding! - Andrea Grudda - Proudly at the Workplace

In recent years, the major theme in many areas has been the individualization of people and employees. A new generation that turns away from the mainstream through their styling, communication, and the search for the unusual... and defines themselves as individuals. Small, original concepts that were at the forefront of the times benefited from this, especially in the gastronomy sector. But what happens when everyone sees themselves as an individual... and individuality becomes mainstream? This is the situation we are facing now. Our young customers and employees no longer concern themselves with the topic of individuality - they assume/know that they are individuals. So now comes the positioning. And this will be the major theme of the coming years. Nowadays, every person has different identities, all of which are equally important: the business identity, the leisure identity, and the identity on social networks - and that's where we work on an ideal version of ourselves,our lives, our appearance, and our workplace. The business identity. And this brings us to the topic of employer branding. Employees are looking for a workplace that they can share and hashtag. A place where they can proudly communicate. If a workplace cannot deliver that, it becomes uninteresting. One shares obvious things like: smart uniforms, interesting interiors, attractive and original products. But also, and this is gaining immense importance, the ethical stance of a company. Does it have the same values that are important to me? What is the attitude towards politics, racism, same-sex love and marriage? Towards tolerance, refugees, integration, and Donald Trump? And it goes on: how is energy generated, consumed, and handled... and so much more! What do restaurateurs need to do to utilize employer branding for recruitment? Assuming that there will be full employment in Germany by 2025 - and in some regions, this is already a reality - the competition for intelligent, committed employees will become even tougher. If these employees want to work in places where their values are shared, employers must take care of the right communication in advance so that they can be found by future employees. Therefore, a strong, professional presence on social networks is inevitable. One could even say that this is the key to everything/the employees. But especially in the gastronomy sector, this aspect is often neglected or carried out half-heartedly, poorly, and without passion. (Johannes King in Sylt and the bakery Terbuyken in Düsseldorf (both clients of mine) are good examples of how this can work well. They are increasingly finding employees through networks or are deliberately contacted by people who are looking for a new role and can identify with these companies) In the coming years, the # will be the yardstick for success. If no one feels like posting about your offer, your workplace, and your employees, then you are not relevant! How can one inspire young future employees - Millennials - in the kitchen, service, and other areas of a restaurant? However, a workplace that aligns with my values, that is original so that I want to post about it, will not be enough on its own. The second major theme in the coming years will be recognition. We must recognize and appreciate that the employee has chosen us. Because they can go anywhere. Those who want to can immediately find a new job, almost stumble up the career ladder. This is something I see in companies in my daily life over and over again. It's a completely twisted world - because in recent years, it was exactly the opposite. The employee had to be grateful for their job and good treatment. Just as we must increasingly show customers appreciation for choosing us (as they can spend their money anywhere) - we must show employees appreciation for choosing us. This is what young employees expect. What do I, as a restaurateur in terms of employer branding, need to do to ensure that employees stay with me in the long term? Any tips for daily business...) However, appreciation and recognition have been far too neglected in the gastronomy sector. The careless handling of fair pay, understanding that family life doesn't work when working hours are incompatible with family and friendship in the long run. Gastronomy is a great field to work in... because you deal with people - and people love people! You can be creative on many levels and receive quick feedback from customers for good performance. But you also need to ensure that employees have the chance for a healthy personal life. This doesn't mean it's all about wishful thinking. But unfortunately, I often see in daily life that (partly out of necessity) the line is crossed. You are also familiar with other industries - are there examples of innovative employer branding actions there? What general learning effects from outside can be utilized in the gastronomy sector regarding this topic? A corporation from which one can learn a lot is Apple. They call their employees Geniuses. How great is that? How self-assured and appreciative! They invest a lot in training - only with the best! They clap and celebrate each other. While in my daily life, I often hear: they are just temporary staff. Just? Temporary staff? These are the people who save the day... but they are worth nothing. This must change quickly. Not only does a new approach need to be found, but in many places, a new language and new terms need to be introduced. We have more and more students in Germany who work during their studies - that is a very large pool. But they will only work in places they are proud of - places they can proudly post about and hashtag: #ilovewhatido #proudofmyjob For more information on employer branding, visit: https://www.excellente-unternehmer.de/redner/andrea-grudda.html