|Says:||Adrianna Sapińska, Head of Marketing, Mlekovita
Piotr Lipa, Head of HR, Pramerica
Anna Czyż, Executive Manager, Hays Poland
Mateusz Grzesiak, PhD, Business Psychologist
Millennials are changing the Polish labour market. They expect their immediate superiors to have leader qualities and offer them opportunities for growth
Only 14% of companies have their employer branding strategy defined. But in order to attract employees, and millennials in particular, one needs to get to know their needs and provide them with opportunities for fulfilment and a sense of making a difference in the company. The young generation want their bosses to be like partners and coaches, who will lead and direct them. Employers need long-term strategies and comprehensive approaches to their personnel. Without it, they will be hard-pressed to achieve success, experts claim.
“An ideal workplace is one where employees feel safe and able to follow their passion. This gives the individual a sense of purpose, a feeling that they are not merely cogs in the machine and that the specific work they do translates into the company’s success,” explains Anna Czyż, Executive Manager at Hays Poland, in an interview for Newseria Biznes.
The situation on the Polish labour market hasn’t been that good in years. Eurostat data show that in March the unemployment rate was 4.4%. Now it is not employees who are trying to get the job, but rather employers are the ones who are doing their best to solicit the best staff. But Polish employers still continue to use outdated approaches to hiring people. A competitive salary and a medical package are not even close to being enough to retain personnel in this day and age.
“In order for the company to be considered a good employer, it has to have a comprehensive approach to hiring and take into consideration such expectations as financial aspects, sense of security, and emotional and social issues, as well as helping its employees solve their actual problems, contribute to their work-life balance, and remember that today’s employees, and millennials in particular, focus mainly of self-fulfilment, which is not just about the financial aspect, but also self-development, training, and whether they can significantly improve their quality of life,” says Mateusz Grzesiak, PhD, business psychologist.
The “Perfect workplaces across Poland” report by EY shows that a company can be considered employee-friendly if it succeeds in making its personnel committed. Yet, as many as 63% of employees are dissatisfied with their work. Employees should not only like being in their workplace but also commit themselves to work. This makes them loyal and encourages them to choose and recommend their company’s products or services.
“For us, the primary determinant of how employees assess their companies is their perception of the brand from the consumers’ point of view. If our employees choose Mlekovita products during their everyday shopping, this reflects well not only on the company but also on the employees themselves, because it shows that they consider themselves part of the company and see each product as the result of their work,” says Adrianna Sapińska, Head of Marketing at Mlekovita.
Staff commitment levels are largely determined by their immediate supervisors. A survey by Deloitte has shown that people expect their supervisors to demonstrate exceptional strategic thinking skills and charisma (68% and 60%, respectively). Leaders should also focus on the development of their subordinates (45%), as well as inspiring (44%) and involving them (43%) in the decision-making.
“Leadership skills are especially important in view of the expectations reported particularly by the youngest participants in the labour market. Reports show that they expect their superiors to mainly act as coaches to support their growth. As a result, it seems crucial for companies to provide room for professional development and qualification improvement,” says Piotr Lipa, Head of HR in Pramerica Życie.
It is vital to find what employees need and, if possible, provide them with what’s crucial for them. While most employers offer employee benefits, these often fail to match employees’ expectations.
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Polish consumers are more satisfied than Americans, with the customer satisfaction level being close to 80 percent
For six years the customer satisfaction index in Poland has grown by over 17 percentage points to nearly 78 percent, and it currently exceeds the customer satisfaction levels recorded in the USA and the United Kingdom. Service quality and its growing significance among businesses have had a tremendous impact on customer satisfaction. For the eleventh time the Customer Service Quality Star titles have been awarded to entrepreneurs recording the best results in this field.