What Workers Want: Employer Branding in a Rebounding Job Market
Randstad US Unlocks the Secret to Winning the Hearts and Minds of the
Workforce with Employer Branding
ATLANTA, April 16, 2013
ATLANTA, April 16, 2013 /PRNewswire/ --As competition for talent heats up in
the US and confidence levels among American workers continues to climb, new
research conducted by Randstad US will arm employers with the insights they
need to cultivate and optimize their employer brand – everything from their
carefully crafted value proposition to the public's perception.
"An employer brand is a billboard for the organization, and the importance of
this public sentiment goes beyond recruitment efforts," said Jim Link,
managing director of human resources for Randstad US. "Clearly, company
reputation impacts attractiveness among potential candidates. It is also clear
a strong employer brand will further drive bottom-line results by creating a
stable workforce, increasing productivity, and engaging key stakeholders. This
affects all aspects of the organization, and when managed effectively, can
elevate leadership and visibility within the company's industry."
In order to help employers learn how to develop and deliver on this brand
promise, Randstad took a closer look at what workers expect and want from a
prospective employer. Key findings include:
Show Me The Money...And, Give Me Security And A Nice Working Environment
Top Three Factors in Choosing a New Employer
1.Competitive salary and benefits
2.Long-term job security
3.Pleasant work atmosphere
Over the last several years, many Americans have witnessed or personally
experienced salary freezes, temporary furloughs, layoffs, and even long
periods of unemployment. Given these recent strains, along with continued
unease around the state of the economy, it may come as no surprise that US
workers seek financial security first and foremost. Even so, money isn't
everything. A pleasant work atmosphere follows closely as one of the top
factors in choosing a new employer.
It's All About R-E-S-P-E-C-T
oA majority of workers want recognition for their good work (52 percent)
oAround half of employees tout the importance of open and honest
communication (51 percent)
oForty-nine percent of America's workforce wants the respect of their
A pleasant work atmosphere is linked closely with job recognition, open
communication, respect, and even fun and friendship. A good first step in
building and sustaining an employer brand is to craft a culture that values
employees, recognizes their contributions, and celebrates successes.
Encouraging social connections among workers will not only nurture a sense of
team spirit, it will also strengthen and solidify a feeling of shared
commitment and accountability.
Pique the Interest of Peak Talent
oJust over half of workers find a job interesting when it makes good use of
their existing skills
oEven so, 43 percent of employees are interested in the acquisition of new
oFor 39 percent of US workers, a job is considered "interesting" when new
ideas are valued
People seek employers that offer the opportunity to acquire new skills while
making use of their existing capabilities. In order to attract and retain top
talent, companies must provide an avenue for continued learning, whether
through traditional training channels or participation in cross-functional
teams and activities. Supporting professional development initiatives and
fostering career advancement will go a long way in retaining talent and
maintaining a high performing workforce.
Spread the Word
Employers should research what people are already saying about the company
when drafting a blueprint for their employer brand. In a social media age,
word of mouth communication is both accelerated and amplified. Company
decision makers should use these digital conversations as an informal focus
group and consider what's being said online as a benchmark for their brand
value. Employers can facilitate positive social mentions by encouraging
current employees to serve as brand ambassadors. Additionally, engaging in
dialogue with potential candidates will create an online talent community,
which will establish a pre-employment connection with prospective employees.
A strong employer brand not only attracts high performing talent, but it also
promotes retention, creates a stable workforce, and increases organizational
success. Moreover, high retention rates reduce search and selection costs and
help employers more effectively manage their cost structure, driving the
company's bottom-line. With a strong employer brand that clearly defines and
delivers on its promise, organizations can attract and retain great talent,
enhance productivity, and elevate market leadership.
Randstad's Employer Branding survey is based on perceived attractiveness of
companies amongst 7,000 students, employed and unemployed workers between the
ages of 18 and 65. Samples are based on national demographics with a slight
emphasis on respondents aged below 40, as potential jobseekers, or those most
likely to be in the job market, are the target audience of the survey. Each
sample is representative of age, region, gender, and education.
Respondents are invited by means of online interviews to select the companies
they know from a random list; each company is set to appear approximately
1,500 times at random during the entire survey.
The margin of error on a sample of 1,500 is plus or minus 1.245 percentage
points at the 95 percent level of confidence. This means that there is a 95
percent chance that the responses of the target population as a whole would
fall somewhere between 1.245 percent more or 1.245 percent less than the
responses of the sample (confidence interval of 2.49 percent on the worst case
percentage of 50 percent).
For the Award, the attractiveness of the company is defined by the number of
people that like to work for a company compared to the number of respondents
who know the company (not the total sample); the higher respondents' awareness
of a company, the more observations can be measured for this company.
Randstad is a $22.0 billion global provider of HR services and the second
largest staffing organization in the world. From temporary staffing to
permanent placement to inhouse, professionals, search & selection, and HR
Solutions, Randstad holds top positions around the world and has approximately
29,300 corporate employees and around 4,500 branches and inhouse locations in
39 countries around the world. Founded in 1960 and headquartered in Diemen,
the Netherlands, Randstad Holding nv is listed on the NYSE Euronext Amsterdam.
For more information and resources on employer branding, visit
Contact: Lesly Cardec, PR Director, (954) 308-6302,
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