Learn about the importance of having a strong employer brand

The employer brand is an important component in the quest for your company's success because, in addition to improving employee welfare, it will help you attract and retain the best talent. Patricia Medina, Celepsa's assistant manager of Human and Talent Management, gives us guidelines to achieve it.

1. What exactly is employer branding?
It is a set of strategies used by businesses to promote a positive image for clients, collaborators, and future employees, based on the well-being and satisfaction of the team. This goes hand in hand with creating an environment that encourages people to innovate, recreate, and transform, so that not only the company but both the employee and the company grow together.

2. Why is having a good employer brand important?
In today's labor market, there is a high demand for the best talent, which will lead to better results than competitors. The main question we all have is, what do they do to differentiate themselves from one another? How do they make themselves more appealing to attract and retain good employees?

The answer is simple: by developing and enhancing their employer brand, which can only be accomplished through a strong corporate culture. Celepsa, for example, has focused on company values such as solidarity, as work is now measured in terms of results rather than profits. To that end, we must support one another while also fostering synergies between the various areas.

 

It is critical for Human Resources that the company has a value proposition that includes both material and immaterial benefits so that employees know they are working for a company where the company brand and the person-worker go hand in hand.

Although it is very good that companies' work is recognized on the outside, the most important thing that the employer brand leaves us with is the loyalty and relationship that is generated with the collaborator. This is the outcome we have been working on as a company that will make a difference in productivity and performance indexes.

3. How do you foster a positive corporate culture?
Corporate culture is not something that can be achieved overnight; it takes a lot of effort and work, especially in a group. Many years ago, it was widely assumed that the only job of the human resources department was to hire and fire employees. One of its primary responsibilities today is to promote a corporate culture based on the company's values that the company and its employees represent.

We must not forget to mention something important: we must listen to our employees because motivations and interests differ from one profile or generation to the next. For example, younger people seek learning and growth, whereas older people seek reconciliation and security.

 

Furthermore, it is important to emphasize that one of the most significant contributions we have made to our values as a company has been to change our purpose: "to be the ally that the country requires to achieve carbon neutrality," and all of our core business revolves around it, sustainability. Patricia Medina stated.

4. Does a strong business culture begin with strong leaders?
Let us be clear: it is not true that one is born with the gift of leadership. Companies do seek harmony and synchrony with their collaborators, but this is more about values. What is truly in the hands and responsibility of businesses is to provide workshops and business coaching programs that not only teach you how to manage and lead a team but also how to develop those skills and be able to succeed with the work that is handled; this is what should truly encourage a good business brand.

5. What is the key to having a strong employer brand?
To be accountable in all aspects. From the monetization of work to the insurance that protects our workers, we can now say that our workers' parents have an EPS, which provides many of them with great peace of mind. We cannot ignore our suppliers, who are the foundation of our great tree. For example, during the pandemic and to date, we have not missed any of our public, payment dates, or contracts, among others. Because that is what we represent, our collaborators, suppliers, and stakeholders have faith in us.

 

Regarding Celepsa
Peruvian company that generates high-quality sustainable energy and is ranked among the top ten power generators in the country. Our task is to manage water resources sustainably and responsibly, contributing all the energy potential of our installed capacity and that of our people to the National Interconnected Electrical System (SEIN).

Our most ambitious goal is to accelerate the country's decarbonization through the generation of sustainable energy required for the development. As a result, AENOR certifies that 100% of the energy produced in Celepsa is of renewable origin in 2021.