This article is part of the special “Employer Branding Best Practices” published in the January 2024 edition of Human Resources, within the Employer Branding Conference 2024, promoted by Talent Portugal.
As we are passionate about what we do, commitment, curiosity, collaboration and motivation arise naturally, contributing to a healthy work environment conducive to growth.
Elisa Colina García – Head of Employer Branding and Creative Services
After a recent rebranding, the NTT DATA decided to bet on a strategy of Employer Branding well structured. First of all, and because the company is in continuous growth, it is essential that positioning as an employer brand, to attract the best talent. Then, it is essential to work on the issue of retention, closely linked to the policies defined by the People area, which were accelerated by the pandemic, due to the introduction of new ways of working, and which have a natural impact on the experience that employees have in companies. «Therefore, and as the NTT DATA has a very unique culture that it wants to preserve, the activity of Employer Branding plays a fundamental role in transmission of values and principles that we want to project. Something that has been particularly important in recent years, because the company has rebranded and because it has been deepening its global integration”, contextualizes Elisa Colina García, Head of Employer Branding and Creative Services of NTT DATA Portugal.
For greater success of this strategy, the team of Employer Branding da NTT DATA works in coordination with different areas of the company, as it addresses both the employer brand and focus on talent acquisition and retention, as also ensures consistent use of the brand e transmission of values and culture, allowed strengthening the company's positioning in the technology and innovation sector. In the opinion of the same person in charge, the challenges have resided, above all, in adaptation to market uncertainty and increasingly competitive environments, especially in the IT sector, which makes the effort to project a differentiated image in the world of consulting for talent attraction purposes increasingly demanding.
It is therefore essential that the company adapts its strategy according to its objectives at any given time, which means that the area of Employer Branding has to be flexible to obtain respond to changes, and at the same time have a proactive attitude and not reactive to challenges. «The practice of Employer Branding is closely associated with the company's activity and evolution, because, as a consultant, people are, in fact, the main asset of the company and what allows us add value to the market», shares Elisa Colina García, noting that «for this, you have to follow social trends and market movements, as well as working in partnership with the different areas of the company, to help the company get to the best talent and retain and value what you have».
And if two years ago, when they took over the brand NTT DATA, the challenge lay in maintain recognition in the talent market e leverage the company's positioning , the global innovation company in the area of technological consultancy, today, these are «the objectives that we continue to pursue with visible results, both in terms of recruitment and retention, as well as recognition and growth in the market», highlights the Head of Employer Branding and Creative Services of NTT DATA Portugal.
Differentiated strategies
Regarding the strategy of Employer Branding, Elisa Colina García, refers to the importance of focusing on the external public, but also, and mainly, on internal employees. «The internal strategy is very oriented towards appreciation and preservation of our unique culture, very focused on talent, their well-being and development, therefore, it is more related to employee retention», he emphasizes. For the success of this policy of Employer Branding internal, the Head of Employer Branding and Creative Services highlights the activities and events that the company regularly promotes, both in the office and outside it, to strengthen team spirit and the bonds that unite employees.
The external strategy is focused on “promoting NTT DATA while Top Employer and global innovation company, through participation in talent and industry events, but also through a university ambassador program”, she adds. According to the same professional, this is a program through which they identify students at the universities they consider to be a priority, to represent the company to the student community, while at the same time developing new skills and carrying out activities with the company, such as meetings with the CEO, interaction with teams, etc. «In addition, we maintain a regular presence at universities and industry events, in the context of the Digital Lovers campaign, which stands out for its fresh and modern look, which represents the company well in the technological world and which, according to the indicators we have, is widely recognized in the university environment», she shares.
The strategy of Employer Branding has proven to be a success, and there is much evidence. The most notable is the fact that NTT DATA to be, for three consecutive years, considered a Top company Employer, which is reflected in a turnover rate lower than the market average. “In addition, we have seen a growing demand and preference in terms of recruitment,” he says.
Fully integrated with the company's business, Marketing and Communication strategy, the Employer Branding has allowed us to “attract and retain the talent that the company needs to develop its activity, preserve the unique culture that sets us apart, achieve business objectives and project an authentic image of who we are as a company”, he adds.
We are Digital Lovers
A NTT DATA accumulators is a global business and technology consultant, with an elevation difference of talent-oriented work culture, which privileges the balance and well-being of employees and that promotes diversity and inclusion. «In addition to valuing difference, we are a company focused on innovation, which develops solutions at the forefront of technology, which allows people to gain skills and enriching experiences, which make them evolve and grow. In short, we are “digital lovers”», she explains. This is a very simple message, but it represents the organization well. «As we are passionate about what we do, commitment, curiosity, collaboration and motivation come naturally, contributing to a healthy work environment that is conducive to growth», concludes Elisa Colina García.
For the future, the promise is to continue working equally with the different areas of the company, following market trends, to adapt the strategy to the needs that arise and in the context of each moment, as they have been doing so far. The area of Employer Branding however, there are challenges that are important to take into account. It must be a proactive area, liquid, capable of adapt to the companies' strategy, observing the market, the competition and, above all, the “sensitivity of future candidates”. In the technology sector, talent is scarce and very volatile and the main challenge is what has been developing in recent years – retention. «Now, not only is a good project valued, but also the balance between personal and professional life. Each company needs to be consistent and original in what it offers. The Employer Branding is a strategic area that designs the best way to create perceptions about brands and everything that this implies. All companies have a strategy to be able to compete with others. The challenge is not to lose your identity along the way», concludes Elisa Colina García.
