Randstad Examines the Recipe for Employer Attractiveness

  • employer branding
  • April 08, 2013
  • Location
  • Work/Life Balance
  • Opportunity

Maybe you’re wondering—what is an employer brand?

Think of it in terms of restaurants—some are known to be a good place to eat, others, not so much. Similarly, companies have a reputation of being a good place to work—or not.

Employer branding can weigh heavily on the minds of candidates, customers and other key stakeholders when it comes to assessing a business. It can help a company attract the right candidates and it can even drive bottom-line results. And, with the rise of social media, the world has a more direct view into a company, making employer branding more important than ever.

So what are the elements of a strong employer brand? Recently, Randstad surveyed 7,000 people with a variety of backgrounds and occupations and from all over the country on the key factors that go into employer attractiveness. Overall, the top three industries that garnered the most likes were high-tech manufacturing, technology and aerospace/defense.


Survey Says: A Good Employer Offers More than Just a Good Salary and Benefits

Randstad asked a series of employer branding questions, including:

  • What are the most important factors when choosing an employer?
  • How do potential employees define a pleasant work atmosphere?
  • How do potential employees define interesting job content?
The results, like the respondents, were varied. While salary, benefits and job security were among the top reasons selected to indicate employer attractiveness, several other factors were just as important to workers. Hot button topics like work/life balance (43 percent), convenient location (40 percent) and career progression opportunities (39 percent) came to mind. Influences that define a pleasant work environment for workers included open communication, respect, shared commitment and social connections.


What Did You Do At Work Today?

Another important feature of a strong employer brand is job content. What a day-in-the-life at a particular company is like is important to all workers. Interestingly, however, at a closer look, respondents ranked job content factors differently based on their skill set and background. For instance, the acquisition of skills was important to younger workers with less education while creativity is paramount to younger, higher educated men. More mature women with lower-level degrees value independence while production workers want to be able to rely on their own skills. For office workers, it’s more important to be challenged and have the chance to develop functional skills.

In order to survive in a competitive job market, companies need to take a closer look at their employer brand and ensure its attracting the right—and best—talent.