Employer branding in the offshore industry

Offshore wind power in the Polish part of the Baltic Sea is one of the largest energy projects in recent years. The plan is ambitious: to build enough wind farms to provide 5.9 GW of capacity by 2030, and 12 GW in the next decade. Some of the projects are already under implementation, and the entire program is a key element of the vision of decarbonization of Poland and building energy security and independence.

More and more companies are engaged in the development of offshore infrastructure, which is not limited to the production or energy sector (although they are its core). The construction of offshore wind farms is a huge demand for new specialists from various industries: from engineering, logistics and maritime transport, through construction, automation, IT and telecommunications, to finance, law, HR and marketing. Offshore companies also find their place in the field of occupational safety, technical training, environmental protection or modern technologies supporting the operation and maintenance of wind farms.

This is the moment when companies related to the Polish offshore sector should strengthen their employer branding, which will become crucial in attracting new, qualified employees. The message that the company creates, as well as its entire image, will now play a particularly important role in the labor market, where the demand for specialists will be really high. The better employer branding, the better the chances of attracting real talent.

Other articles on employer branding: Employer branding: the key to business success?

Employer, your image is of great importance

You can have a great company, the best quality and... still have trouble getting good employees. The consequences of this can be not the best: more time spent on research, more frequent turnover, as well as money spent on the ineffective efforts of the HR department (despite the fact that it is extremely important). The problem is that the job market overflowing with offers is a place where it is not easy to break through. In the age of advertising, positioning and a huge number of (not always qualitative) job offers, an employee may simply not notice your company... Or notice, but eventually skip it, because... Well, exactly - why?

Today we need strong image companies. If you have a long-standing tradition and proven quality - show it. If you offer employees benefits - show it. If your company is guided by values and ethics - show it. It's all about the workplace you create. It shows your transparency, reliability and strong position. An employee, seeing advertisements in which he can take a closer look at the company, learn about its activities, read about development opportunities and working conditions - does not go blind. This is a win-win situation because neither side wastes time on unnecessary recruitment.

Employer branding: invaluable value in the offshore industry

The development of wind farms on the Polish sea is a huge opportunity for employees. In this sector, there will be an increasing demand not only for specialists from the technical sector, but also for people dealing with, among others, administration. In practice, the entire offshore infrastructure will need many different specializations; from engineers, to lawyers, to accountants, health and safety inspectors and office managers.

With the dynamic development of the market, the demand for workers will continue to grow. Therefore, companies involved in offshore projects should develop their Employer Value Proposition (EVP), that is, a unique value proposition for the employee, and take advantage of some basic tips that will help strengthen the brand and attract the best candidates:

1. Identification of the company's strengths: understanding what makes an organization stand out from the competition: it can be a work atmosphere, development opportunities, job stability, a flexible approach or a social mission.
2. Designation of the target group: other arguments will appeal to experienced experts, and others to young talents or people employed in production departments.
3. Selection of appropriate communication channels: depending on the purpose and audience, it can be social media, the “Career” tab on the website, the company intranet, video campaigns or participation in industry events.
4. Determination of efficiency indicators: that is, ways to measure the success of activities: the number of applications received, the level of employee retention, the results of satisfaction surveys or activity on social media.
5. Determination of the scope of responsibility: determine who is responsible for employer branding activities, what budget will be allocated for this purpose and which areas (recruitment marketing, content marketing, social media, development programs) will be prioritized.

It is worth remembering that the expansion of the Polish supply chain in the offshore sector, it is, firstly, a question of the economy, and secondly, a new opportunity for workers. Along with the process repolonization of the industry and involving more and more domestic companies in the implementation of projects, the demand for specialists from many fields is growing. That is why it is so important for Polish companies to take care of their employer branding now; clearly communicating values, stability and long-term employment prospects. A strong, recognizable employer brand is today an advantage that allows you to effectively competing not only in the service market, but also in the talent market.

The employee needs a message

To build an effective employer branding, it is worth doing a simple practical exercise. Try to impersonate a job candidate for a moment and evaluate from his perspective, for example, social media or the company's website. If you know what kind of employees you are looking for, put yourself in their shoes - as if you were looking for a job yourself.

Questions worth asking yourself:

What can you learn from the company's website? How is the recruitment process going? What are the terms of employment? Do you see the growth opportunities or benefits that the company offers?

Such a look “from the outside” can prove extremely helpful and reveal possible gaps in communication. If we make sure that the information is clear, concrete and reliable, and the values of the company are clearly presented, we increase the chance of attracting engaged and matched employees.

Create a business card in Jobs Door and recruit successfully

Manage your business image online add photos, share history, organizational culture and values that attract people. Build a strong brand presence in the industry, gain additional marketing space on the network and position your company not only as an attractive employer, but also as an important partner in the supply chain.

Don't have time to create content? Never mind — the Jobs Door team can do it for you. An employer's business card is crucial for attracting talent. But not only that, because range and reach also matter.

At Jobs Door, we believe that freshness and intuitiveness are our greatest assets. Unlike traditional, overloaded portals, where ads disappear in a thicket of offers, we offer something completely different - a space where every ad has a chance to appear and be noticed. This will allow your offer to reach more potential candidates.

In the business card you will put:

• Company information: description of mission, values and unique aspects of the business,
• Links to the website and social media profiles,
• Photos of the team or workplace: because transparency and openness really attract.

We build a community that connects businesses with people. In a simple, modern and effective way.

Sources:

1. https://www.kozminski.edu.pl/pl/review/employer-branding-dlaczego-jest-niezbedny-w-kazdej-firmie
2. https://web.swps.pl/strefa-zarzadzania/artykuly/23618-employer-branding-jak-dbac-o-pozytywny-wizerunek-firmy