Chapter I: Nowadays, businesses are struggling more and more to attract new talent
The job market is changing rapidly, between increasing turnover rates and recruitment difficulties. Businesses operate in a context of talent shortage, where attracting new candidates is a major challenge.
French companies say they have more than 3 million recruitment projects in 2022, 12% more than in 2021 (Survey on labour needs at Pôle Emploi). Among these hiring projects, 71% concern permanent contracts and contracts of 6 months or more.
However, the difficulties in recruiting are increasing. Indeed, 84% of business leaders who sought to recruit say they had difficulty doing so (75% in 2021) and 47% report major difficulties (35% in 2021) according to theBpifrance survey conducted in spring 2022. The sectors represented are those of industry, construction, commerce, commerce, tourism, transport and personal and business services.
According to the APEC barometer, most companies planning to hire managers in the 3rd quarter of 2022 expect significant difficulties in carrying them out (84%).
Recruiters believe that the two main reasons for these difficulties are the insufficient number of candidates and the inadequacy of their profiles (experience, training, skills) with the positions. But according to the DARES, the lack of adaptability of companies and their brand image weigh heavily in the recruitment difficulties they encounter.
According to a Great Place To Work survey, 86% of French people consider that organizations have a role to play in making society better. The interest in maintaining your employer brand in order to optimize your recruitment strategy is therefore essential.
The health crisis has indeed highlighted the evolution of talent expectations. Now in search of meaning and recognition, the employer brand represents a significant asset in improving a company's reputation and standing out from its competitors.
Faced with an ultra-competitive job market, candidates expect to have a recruitment experience that meets their expectations, that is to say personalized and unique. The pre-boarding and onboarding phases of talent make it possible to put every chance on your side to attract new talent.
In addition, career development prospects and employability development are among the key talent criteria when choosing a job. According to a Jam study, a quarter of 15-25 year olds consider learning new skills to be the main source of motivation at work and 3/4 count on their employer to help them develop their skills.
Focus on candidate experience, talent training and improving its employer brand could therefore help you attract new talent.
Chapter II: Recruiting difficulties: what is the impact on businesses?
Many businesses are facing challenges in recruiting and attracting new talent. In addition to the financial aspect, these difficulties cause negative consequences on the performance and image of the company.
To begin with, not succeeding in recruiting a new collaborator affects the performance of your teams. Why? An unfilled position means that the workload of your employees will increase, disrupting their working methods and organization. This additional workload can cause stress within your teams, poor time management and serious impacts on your performance.
In addition to impacting company performance, recruitment difficulties can have negative consequences on the well-being of employees. Overwork may affect the atmosphere and the professional environment, creating tensions within your teams. These can affect the development of your employees and in the worst case cause a high rate of disengagement and then turnover.
The departure of other employees also has a significant impact on the talents that remain. Between loss of motivation and commitment, the phenomenon of turnover creates a vicious circle of departures. The attractiveness of the company is impacted internally and in the eyes of candidates, which creates new recruitment difficulties.
However, in a context of digitization of practices, candidates have easy access to the information put forward by the company, but also to the opinions left by other employees.
They are giving more and more importance to the employer brand when looking for a job. According to a Hellowork study (2022), 90% of candidates inquire about the company before applying. Information related to corporate culture is the most sought after information about salary, since 83% of candidates find it important in a job offer. Finally, one candidate out of two says that they would only apply for an offer if they have a good image of the company. (HelloWork study, 2021)
Indeed, the e-reputation and brand image of your organization are a key driver for improving the recruitment process. When talent is dissatisfied, whether they are former employees, still employed, or candidates, they share their negative experiences on social media or on sites like Glassdoor.
According to theOfficevibe study, 64% of candidates would share their negative application experiences with friends and family and 27% would actively discourage other candidates from applying. Recruiting difficulties directly affect your employer brand.
In a context of talent shortage, a poor brand image can therefore discourage many candidates from applying and have direct consequences on your performance.
Chapter III: Why can training improve your employer brand?
To stand out from the crowd, maintaining your employer brand is essential! The employer brand represents all of a company's brand image issues, related to human resources management and recruitment.. It embodies the identity of your organization, your DNA as well as the values of your corporate culture. It represents a significant lever for attracting and retaining talent.
Whether it is the quality of the work environment, career development opportunities, the training offer, the reputation of the company, its values or its managerial methods: all these elements constitute your employer brand. They represent your window in the eyes of talents and have a direct influence on your e-reputation. In fact, according to a Linkedin study, companies with an attractive employer brand receive 50% more applications.
Your talents are the guarantors of your brand image and your reputation. Capitalizing on their internal knowledge therefore guarantees the reputation of your company in the eyes of candidates and the public. On the one hand, you integrate employees correctly into the corporate culture, and on the other hand, you promote a learning culture that offers them new career opportunities. By increasing their skills, talents project themselves within the company, develop their employability, their commitment and set achievable goals thanks to new perspectives for professional development.
In addition, training is a way to promote the elements that define your employer brand to all talents (values, learning culture, managerial methods, skills development...). Whether in the eyes of the public, candidates or other employees, a properly defined and promoted employer brand is beneficial for your image. Because by training your teams, you allow them to have a harmonized vision of your values in order to better disseminate them.
By spreading a common corporate culture to all your employees, you create a sense of belonging for them. They thus become true ambassadors of your employer brand! You shape your image, both in the eyes of future candidates, new talents and customers.
This is all the more important because today, the first instinct of talents is to consult the opinions of former and current employees on social networks or sites such as Glassdoor. Positive feedback helps improve your employer brand and can tip the balance in your favor against other businesses. By being attractive in the eyes of talents, you constitute a pool of qualified applications that are in line with your values!
Once new talent is attracted, pre-boarding training allows you to maintain their motivation by developing a sense of belonging at home and by disseminating the values of your corporate culture.
When they join the company, onboarding allows you to integrate them in the best possible way and to give them a good image of the company. Indeed, welcoming newcomers during their first days is crucial for their successful integration.
A good pre-boarding followed by a good onboarding is therefore essential to preserve the company's employer brand!
In addition to developing the employability of talent, their satisfaction and the competitiveness of the company, training improves the employer brand.
Training promotes the improvement of the employer brand, reduces the turnover rate, improves the recruitment process and the performance of the company..
Choosing the training solution adapted to your needs is essential to maintain your employer brand and succeed in attracting new talent!
Chapter IV: Training solutions to attract new talent
LMS
Les LMS, Learning Management System, are training platforms for distributing educational content.
Accessibility
An LMS facilitates the management of training content within a single platform. Thanks to the LMS, new talents find every day all the information related to company rules, culture, values, in short, to its employer brand. This key information is centralized within a single platform. They are updated directly by the company. The contents are updated regularly by the company itself, according to its own news and the information it wishes to promote. In a few clicks, all talents have access to it.
Centralization of data
An LMS allows you to centralize and collect your talent data: completion rate, number of learners, feedback, connection time... Based on this data, you can analyze their level of progress and engagement and then improve it. In this way, you keep new talent motivated and engaged. Finally, the data allows the company to measure the progress of talent and news received, by analyzing the test results available on the platform.
LCMS
LCMS, Learning Content Management System, combine the functionalities of LMS and CMS (Content Management System).
Content creation
LCMS, in addition to allowing the management of educational content, also offer the possibility of creating them. Thus, based on the values, commitments and new news that the company wants to promote, you can easily modify and create new content for all talents.
However, LCMS do not allow this content to be delivered and are intended for instructional designers.
LXP
Tailor-made and personalized courses
The LXPs, Learning Experience Platform, allow new talents and candidates to access content personalized to their profiles and behavioral preferences, thanks to algorithms and AI (Artificial Intelligence). Everyone's career prospects, skills and needs are taken into account. Tailor-made courses are developed according to the profile of new talents in order to interest and attract them. Finally, LXPs can be used for the pre-boarding of candidates and the digital onboarding of new talents in order to ensure their good integration.
Mobile learning
Flexibility
The Mobile learning is fully anchored in the daily life of new talents to improve their experience. Candidates, new hires and employees have access to the content you want to highlight on the medium of their choice thanks to mobile learning (tablet, computer, smartphone). Whether at home, in the field, on the go, or in the office, your talents can choose when and where they want to be trained. Access to content is facilitated, which favors their interest. In this way, their skills and knowledge about the company remain up to date and harmonized. They can therefore promote the employer brand in the eyes of the public.
Becoming an actor in your training path
Mobile learning offers flexibility to talents, even during pre-boarding, allowing them to become actors in their training paths. They access content when they want to and when they feel it's the right time for them. Thus, they are empowered and become actors in their training courses.
Microlearning
To form over the course of the water
Microlearning is linked to mobile learning. It allows new talents to be able to train at their own pace and wherever they are! Indeed, the short (between 30 seconds and 5 minutes) and interactive formats of the capsules are integrated into their schedules. In a few minutes a day, they can learn about specific topics that interest them. In addition, newcomers are not overwhelmed by too much information and can gradually understand the elements that characterize the employer brand. The teams are kept up to date with all the company's news, as they happen.
Promote memorization
Microlearning is based on the 70/20/10 learning model, which offers a better grounding of knowledge. Diversified formats (videos, gamification, etc.) develop memory anchoring. In addition, talents can directly put their knowledge into practice during the day, which contributes to effective memorization. These formats also avoid cognitive overload because they must integrate a lot of information specific to their business and company culture.
Gamification
Gamification integrates the fun elements of the game into training in order to improve the anchoring of knowledge.
Motivating new talent
Being in high demand on a daily basis, training must attract and maintain the attention of new talents and candidates. Gamification makes it possible to motivate talents and to offer them a dynamic and diversified training course (quiz, battle...). The rewards stimulate and motivate them to reconnect and then start the activities again to get a better score. Gamification therefore makes it possible to make their careers enjoyable, attractive and to motivate them to train.
Disseminating corporate culture
Gamifying the training course also allows your talents to naturally immerse themselves in the company's culture and its values. Indeed, gamification makes it possible to recreate the corporate universe by placing employees and new talents in a specific context. By playing for a few minutes a day, they naturally discover and become familiar with corporate culture. The objective? Becoming brand image ambassadors to the public.
Track the progress of new talent
Gamification makes it possible to monitor the progress of your learners, thanks to point systems, levels to unlock or even goals to be achieved. So, you can measure their progress and observe their evolution.
Chapter VI: The LMS platform to improve your company's employer brand?
The employer brand is essential today to succeed in attracting new candidates. In a context of talent shortage, the company that will have the most to offer its employees will be significantly valued.
There are many ways to improve your employer brand, among which training is probably one of the most impactful.
Indeed, by offering quality training programs to your employees, you show that you are invested in the professional but also personal development of your employees and that you want them to stay up to date with the skills and knowledge necessary to excel in their work.
This shows that you are committed to offering them a culture of learning and continuous improvement within your company, which can be very attractive for potential candidates.
But what can you do to set up training that really allows your employees to develop? Which platform is the most effective?
As we saw earlier, today there are a lot of different training platforms, and while they have all their advantages, they are not sufficient by themselves.
So, with the Beedeez LMS platform, we wanted to bring together in a single platform, all the functionalities necessary to boost your employer brand through your training platform.
Adapted and customizable onboarding
One of the levers on which companies position themselves to promote a good employer brand isOnboarding. The time when an employee arrived in a company and started working the same day is over.
Today, the way employees are welcomed will have a direct impact on the employer brand. If the employee is abandoned to their own devices from day one, there is little chance that they will maintain a good image of the company, in fact, 4% of them do not even return after the first day.
Thus, the LMS platform allows the company to succeed in its onboarding by placing social interactions at the center of the user journey, thus developing its commitment and motivation. All this, combined of course with the various advantages of LXP and Mobile Learning solutions.
Also, for the onboarding of new hires to take place effectively, it is important to provide them with the right content at the right time. A relevant LMS platform makes it possible to distribute newcomers into communities that are adapted to them and that interest them, such as a group bringing together all newcomers or a community linked to their missions.
Managers should then lead these groups and ensure that only content that is relevant to new hires is visible in the first place. Over time, learners can unlock new content and be added to new groups.
But it's not because of this that the LMS platform really stands out, but rather because of its social experience!
Indeed, as soon as they arrive, learners are immediately asked to participate in their onboarding themselves. Thanks to User Generated Content, they can introduce themselves to their collaborators through a short video or an introduction text and discuss the various contents shared through comments and reactions.
In addition, because there are subjects that we cannot (want) not to digitize, the LMS platform makes it possible to offer face-to-face training sessions, with or without registration, directly from the platform to offer formats that are ever more adapted to the themes addressed and the needs of newcomers.
Good onboarding is therefore one of the arguments to put forward to attract candidates. Indeed, a well-received employee can become an ambassador for the company, just like those who have been working in the company for several years, they will carry the good word to their contacts, who will also be potential employees.
A space for sharing and communication
In addition to an engaging onboarding experience, the LMS platform has a major advantage. It provides learners, but also trainers, with numerous spaces for sharing and exchanges.
Trainers will thus be able to create training courses on the company's employer brand, on its mission or even on its vision, but they will also be able to communicate directly on it through the various communication and sharing spaces present on the platform.
As soon as an employer brand capsule is created, learners can be notified with a notification, but they can also see the new capsule in their community feed. Here, they will be able to discuss directly the content of the capsule, write comments or tag people to follow the capsule.
But that's not all, trainers and learners can also create tips information directly from the platform to share information about the company or teams with all employees, or smaller groups. This allows everyone to stay up to date with the latest news...
For example, a manager can share the success of a member of his team in the flow of one of his communities, this gives the opportunity to value the employee, to strengthen his motivation and his commitment.
These spaces will also encourage the birth of ambassadors, i.e. people who will get into the habit of sharing the highlights of their teams, or those of the company with all employees internally thanks to the enthusiasm that this represents. And, once they do it internally, taking the plunge and doing it externally becomes completely natural.
These employees then become relays and ambassadors for your company, both within and outside your company. Thus, committed and motivated employees are the key to a very good employer brand.
An obvious and measurable increase in skills
Finally, the Social Learning platform will make it possible to promote the employer brand because it offers a training offer that allows you to really develop your employees.
By increasing their skills, companies allow them to prepare for changes in the professional world and to ensure both their evolution within the company and their employability outside.
To do this, the Beedeez LMS platform has several strings to its bow.
Initially, one of its priorities is the quality of the content that is shared with learners.
All companies are different, so it is not possible to offer turnkey training on all subjects, especially those concerning specific products of companies. To provide access to truly personalized training content, the LMS platform therefore has a particularly easy-to-use authoring tool, so that everyone, both training managers and business experts, can use it and create quality training content for employees. Thanks to this, learners can consume tailor-made content, created especially for them and for their specificities.
In addition to offering training on technical subjects, trainers can also use it to create content on soft skills or can use the off-the-shelf catalog offered by the platform. It offers a series of training courses created by educational engineers with the specific aim of increasing the skills of learners on subjects such as leadership, crisis management or political science.
The formats and content structure of the platform are also designed to promote the development of learners' skills. Indeed, the knowledge capsules created can then be stored in paths. Pathways represent a major learning theme and allow for the gradual learning of a particular skill.
Courses, like capsules, can be the subject of a certification which certifies that the skills have indeed been acquired by the learners.
Finally, the increase in skills of employees can also be analyzed and measured using a precise reporting interface that makes it possible to report back a large amount of data that is both general, such as the number of capsules completed by learners, but also much more specific, such as the percentage of correct answers given to a particular question.
Thus, the LMS platform is a powerful argument for improving the company's image by highlighting the desire to set up an innovative training platform that values and invests in its employees by allowing them to develop and acquire new skills.
Chapter VII: Beedeez use cases: Extia, Würth France
An onboarding that is making people talk about at Extia
Extia is a consulting company in computer engineering. In addition to offering innovative solutions to its customers, Extia offers a novel approach that combines performance and well-being at work, which has earned it a place on the Great Place to Work list since 2012.
In addition to the friendly atmosphere and good management, Extia is particularly recognized for the onboarding of its new employees. Indeed, using the Beedeez Social Learning platform, Extia has taken the step towards complete and hybrid onboarding while maintaining the social and human side of face-to-face onboarding.
To do this, Extia has set up digital onboarding allowing learners to have a main knowledge base accessible everywhere and all the time that allows them to have access to the information they need at any time. But that's not all, with the Social Learning platform they can also communicate using various dedicated spaces and thus integrate easily by meeting the different teams little by little via the activities offered on the platform.
Thanks to these spaces and moments of exchange, newcomers can share their feelings, feel supported, ask questions and thus develop their commitment! Since using the Beedeez LMS platform, the employee satisfaction rate with onboarding is 4.5/5.
A positive impact on the brand image at Würth France
Würth France is an entity of Würth, a multinational company specialized in the trading of assembly solutions for professionals present in more than 80 countries.
In France, Würth had had a training center for 30 years but offered exclusively face-to-face training that was very difficult to access to the many employees in the field.
They therefore used the Beedeez LMS platform to digitize their training. Through this, their aim was to make training accessible to all, but also to promote self-training, continuing education and encourage employees not to stop at initial training. He wanted to boost the attractiveness of training and show the company's commitment to the innovation, evolution and development of its employees.
Thus, using the LMS platform's author tool, Wurth France has created training courses aimed at engaging newcomers, but also new courses in the form of continuing training for the oldest employees.
In addition to the gamification features provided by the platform that allow employees to be engaged, Würth also took advantage of Social Learning functionalities. In particular, they use Tips, the Social Learning platform's User Generated Content solution, to facilitate the sharing of best practices between learners and enable them to become more active in their training.
Thus, in addition to increasing employee engagement rates, Würth was able to quickly see a positive impact on the company's employer brand thanks to the establishment of a training platform that acts directly on the criteria of innovation and evolution that are particularly dear to the group.
