Organised by BStartup by Banco Sabadell and Startup Valencia, “The World to Come” (El mundo que viene) is a monthly meeting point for all types of companies, both innovative and traditional enterprises, that want to anticipate new business and social trends. In this occasion, the topic of attracting and retaining future talent was discussed.

Globalisation impacts every area and, of course, also the job market. Today, companies compete with a global market in search for the best talent. Therefore, employer branding has become one of the areas which is being developed the most by HR departments that now compete in the international market to attract talent. And it is not just about attracting talent, but also about creating a company culture to engage teams.

In this 29th edition of “The World to Come”, speakers Roberto Sarasa, HP SW Hub Site Valencia Manager at HP, Ana Karen Zapata, COO & Co-founder of Climate Trade, Paula Arias, Co-founder of Fresh People, and Amparo García, COO of Grupo Zeus & Sesame HR, supported by moderator Eva Cantero, CEO & Founder of The Cross Experience, told us how they are facing this challenge and what resources they are using to boost the much-needed corporate culture.

Un placer conocer los retos, oportunidades y tendencias de la atracción de talento del futuro de la mano de Roberto Sarasa (@HPEspana), @anakarenss (@ClimateTrade), @PaulaAriasLpz (@FreshPple) @AmparoFaus (@sesamehr_) @EvaCanteroB (@TheCross_EX) en #ElMundoQueViene. @Startup_VLC https://t.co/C6HrcFdACk pic.twitter.com/X2juBVZvQ1

— BStartup (@BStartup) January 25, 2023

Paula Arias says, “We work with innovative and very tech companies with high social impact. With this in mind, for differentiating talent, we need to change the formula. The first step is to be very clear on the type of talent we need, and this starts with the definition of the role. With the job offer, we are already changing the paradigm and seeing other ways to connect with this talent and vibing with it“.

She adds: “It is key to understand the need and the profile very well and work the strategy. The ones that have that information are the people who already work at the company; they are the best ambassadors. With this information, we can tell the candidate, based on the job offer, what their impact, career path, team, culture, etc. will be. With this job offer, we are changing the paradigm; we are giving them something to be excited about”.

Meanwhile, Roberto Sarasa says that “15 years ago, we did not explain the technical aspects of the role enough when assessing candidates. Now we explain the project in which the candidate will work, as well as the company. Candidates are getting many offers and talent is scarce. You have to sell your project and convince them. What we do is to arrange an interview with the technical teams, people that speak the same language, that can explain the project. The involvement of development teams is key”.

“We go to the places where the talent is. We are present at universities, joint chairs, lectures, innovation projects, hackathons or by sponsoring global projects. This approach allows us to attract the talent that is thinking on changing the world”.

Ana Karen emphasises what she regards as the most important points in terms of talent: “Foster, ask and activate. Sometimes we lose talent because there is no alignment with the corporate culture or the team. Community is very important, as is encouraging teamwork and cross-team activities.

Amparo García says, “We have a daily need to bring talent in. Our journey to attract talent starts before the job offer, through our social media channels where we explain who we are. Our marketing team focuses on sharing what our differential proposition, our culture are, and the emotional salary, which does work. We are in front of a young market, whose values are different. Companies need to be able to transmit their values and principles during that time, and take full advantage of them”.

“Generational diversity is one of the most important challenges. Each person needs something different at each stage of their lives. To detect this, we digitalise processes and emphasise that managers should work on a one-to-one basis”.

See the full event again here.