HR’s COVID-19 Response Defines Employer Brand

Date
Jun 15, 2020
Publisher Details
Mary Baker, Gartner
Comment(s)
The COVID-19 response related talent decisions organizations make are defining employer brands. HR leaders should ask these four questions to guide their strategies.
  1. How has HR supported employees who were furloughed or temporarily laid off, and treated employees brought back into the workplace?
    1. In retail, fast-food and technology sectors: Employers continued paying hourly workers or subcontracted support staff while their workplaces were closed.
    2. Some hard-hit employers—airlines, hotel chains, etc.: Partnered with other companies experiencing a temporary spike in demand for workers to connect employees with short-term jobs.
    3. HR communication to employees is paramount in ensuring employees are protected and kept safe during and after covid. In this way, HR should be the main point of contact for any employee anxieties or concerns when returning to the workplace.
 
  1. How can we protect both our employees’ financial well-being and that of the organization?
    1. Suspended raises and bonuses, cut salaries and reduced benefits.
    2. Agreed to forgo part or all of their own pay.
    3. Shift from annual sales compensation plans to quarterly plans for sales employees
    4. Guarantee a minimum target for sales employees
  1. How can we balance protecting employees’ health and safety while recognizing and rewarding the employees who have continued coming into the workplace?
    1. Provide hazard pay, offered cash bonuses or implemented pay increases.
    2. Implement or expand paid sick leave for hourly workforce
    3. Enable staff to take longer periods of unpaid sick leave without being penalized or risking job security
  1. What can HR do to support employees who are working from home and keep them engaged and productive?
    1. Share best practices for remote work
    2. Recognize that these are exceptional circumstances and employees may not be able to apply these practices perfectly.
    3. Have expanded benefits — flexible working hours, stipends to cover unforeseen expenses and resource groups to provide additional support
 
Built with Potion.so