How Do Men And Women Differ When It Comes To Choosing An Employer?
Randstad's latest Employer Branding survey examines gender differences around
what makes an employer attractive
ATLANTA, July 15, 2013
ATLANTA, July 15, 2013 /PRNewswire/ --Although salary and benefits rank as
the biggest draw for both men and women when it comes to choosing an employer,
significant gender differences exist when it comes to defining other elements
of employer attractiveness, according to a recent employer branding survey
conducted by Randstad US.
Randstad recently surveyed 7,000 people nationwide with a variety of
backgrounds and occupations to find out the key factors that go into employer
"How a company is perceived as an employer impacts what types of candidates it
will attract," said Lisa Crawford, senior vice president, Randstad U.S. "As
our research reveals, companies may need to focus on key elements, such as
building culture and adopting more flexible work policies, to appeal to
different demographics. Attracting and retaining talent is not a one stop
shop—particularly with a diverse workforce and multiple generations sitting
side-by-side to one another."
oWomen Want a Prime Location: Location is key for women workers, with 44
percent of female respondents choosing that as an important employer
attribute compared to 35 percent of men.
oMen Want Career Progression Opportunities and Financially Healthy
Companies: When choosing to work for an employer, 42 percent of men look
for opportunities to advance versus 36 percent of women. Additionally, the
financial health of a company is very important to male respondents (36%
of men versus 28% of women).
oWork/life Balance Continues to Be a Top Concern for Women Workers: Nearly
one-in-four (37%) women respondents chose workplace flexibility as an
important employer attribute, compared to just 26 percent of men.
Companies Must Assess What Their Brand Means
"As the job market continues its steady momentum and employee confidence
increases, more employees will keep their options open for other
opportunities," Crawford said. "If companies are to retain and attract the
best talent, they first need to assess what their brand really means,
determine what keeps their talent coming through their doors and how to
attract the next wave of workers who may have different expectations than what
their company currently offers.
"With women making up half the workforce, they should also consider the unique
things that women value when choosing an employer. Investing in building a
strong employer brand will pay off in a stable workforce, a better match of
talent within your organization and increased engagement and productivity."
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).
About Randstad US
Randstad US is a wholly owned subsidiary of Randstad Holding nv, a $22.0
billion global provider of HR services. As the third largest staffing
organization in the US, Randstad holds top positions in permanent placement,
office and administrative, IT and accounting and finance. From professional
services, commercial staffing, recruitment process outsourcing, to managed
services and more, Randstad delivers a comprehensive range of temporary,
temporary-to-hire, permanent placement and outsourced placement services. With
its 5,660 employment experts, Randstad puts an average of nearly 100,000
people to work in the U.S. each week, through its network of more than 900
branches and client-dedicated locations.
Learn more at www.randstad.com and access Randstad's panoramic US thought
leadership knowledge center through its Workforce360 site that offers valuable
insight into the latest economic indicators and HR trends shaping the world of
Contact: Lesly Cardec, Senior PR Director, Randstad, 800-422-3819;
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