Communicating a Positive Message with Your Employer Brand During Uncertain Times

The workplace, and the world, changed rapidly with very little warning. Covid-19 brought companies into an emergency state, either by being an essential worker, by being asked to work remotely from home, or by shutting down completely and temporarily.

With a pandemic that came so suddenly and little time to prepare, people feel uneasy.

If your organization is looking to recruit talent during COVID-19, first and foremost, you need your messaging to be positive, warm, inviting and authentic.

When the world feels unsafe, you want job seekers to know that you have their backs and to feel good about your employer brand. Positivity is key here.

FedEx Express is using video technology to attract job seekers with positive messaging.

Maslow’s Hierarchy of Needs

A motivational theory in psychology, Maslow’s hierarchy of needs is a five-tier model of what humans need. Often, it is depicted as a pyramid.

Why a pyramid? According to this theory, people must satisfy needs that are lower on the pyramid before ones that are higher up. Almost like building a foundation first in construction, there must a solid base.

Also, according to the theory, every person has the desire and is capable to move up the hierarchy, leading toward self-actualization.

When progress is not made, it can be due to a disruption of the lower level needs.

Applying Maslow’s Hierarchy of Needs to Employees Feeling Safe

A human being’s most basic need is physical survival, the thing that motivates our behavior first and foremost. Once this need is fulfilled, the rest of our basic needs are as follows:

  1. Physiological Needs – Food, water, shelter, etc.
  2. Safety Needs – Predictability, order and control in their lives
  3. Love and Belongingness Needs – Friendship, relationship, trust, etc.
  4. Esteem Needs – Dignity, achievement, independence, etc.
  5. Self-Actualization Needs – Realizing your potential

As employers promote their jobs, brands and cultures, they want to hone-in and address these basic needs in their messaging.

Particularly during a time of a global pandemic, #2 on the list rings true. Job seekers want to feel safe and they want to know that you, as the employer, care about their safety.

Video Shows and Tells a Positive and Authentic Story

During Covid-19, we are told to stay safe by staying distant. That doesn’t mean self-isolation though. Technology has played such a huge role in keeping us connected, through social media and by sharing videos.

When we can’t see each other in person, we can show our story through a compelling video.

Candidates retain and understand more about a position by watching a video than reading text alone. Video is genuine and authentic. It can also make us feel confident and safe.

Video can address all five basic needs as stated by Maslow.

With the right technology partner, video can also be tracked and measured, so that you know where you are getting the best results.

These are uncertain times, which is why it is imperative you stay positive in your messaging to both employees and job seekers. Help them feel safe and confident about your brand. Video can help you achieve just that.


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