In anticipation of Learning at Work week, which takes place between the 15th and the 21st of May, we’ll be focussing on the various aspects of workplace training and development and the potential impact on your team. This week, we’re looking at how your training and development offering can also work as part of your employer branding strategy.
At Ambitions Travel Recruitment, we have partnered with Online Travel Training to offer a fantastic array of affordable, soft-skill courses designed for new employees, experienced staff and managers alike. Take a look at what we have on offer here, and read on to find out why and how learning platforms like this can actually contribute towards your employer branding.
We discussed the importance of employer branding in our ‘How much of your recruitment comes from repeat and referral?’ blog – head over to the article for more information on the subject.
In a nutshell, employer branding refers to the process of creating a favourable perception of your organisation as an employer, both among current employees and potential candidates. Employers can harness employer branding to showcase company culture, values and the work environment to attract and retain top talent.
A strong employer brand can help a company stand out in a competitive job market, increase employee satisfaction, engagement and loyalty, and ultimately lead to better business performance.
Often overlooked is the fact that many employees place a high value on training and development at work.
A survey published in October 2019 by Harvard Business Publishing Corporate Learning demonstrated a direct correlation between employee learning opportunities, higher employee retention rates and job satisfaction.
The study found that:
When organisations invest in training, they demonstrate a commitment to the professional development of their employees. Not only does this increase employee loyalty and satisfaction but it also decreases the time spent on recruitment (and basic training). As a result, the higher retention rate allows you to focus on growing your business and improving employee branding in other areas.
Furthermore, your employees become advocates for your business, improving your reputation and contributing to a positive employer brand.
We’ve previously discussed the importance of exit interviews, and this is a good place to start when you’re looking at improving your training offer. Find out if your employees are citing a lack of training and development opportunities as part of their reason for leaving, and if so, specifically what they would change. It’s also a good idea to gather data from current staff. Use anonymous surveys to find out what kind of training and opportunities they want.
Once you have the data, you can then start taking some actions towards improving your training offerings and your employer brand. For example:
Many training programmes in the travel industry focus on hard skills like GDS know-how or product knowledge – which are, of course, important and often crucial to the employee’s ability to do their job. However, soft skills are often overlooked, with managers often assuming that the employee already has them or will ‘pick them up as they go along’.
This is a recipe for frustration and dissatisfaction for everyone involved. Training out soft skills, such as complaint handling, sales skills, and stress management, needn’t be a resource-heavy venture. At Ambitions Travel Recruitment, our soft skills courses cover everything your employee needs to know for a successful career in travel. They’re affordable and can be completed online at your employee’s leisure.
Investing in learning and development is a surefire way to create a solid employer brand – and as a result, a successful, sustainable business that everyone wants to work for.
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Whilst salary is the first priority for most employees and candidates, there is now a great deal of importance being placed on learning and development opportunities. A demonstrated commitment to the professional development of your team (or lack of the same) can have a significant impact on your employee branding. Read on to find out why.
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