A diverse workforce is not just something to shoot for because it is the right thing to do — it is vital if you want your business to succeed. Diverse companies generate 15 times more revenue than their counterparts and hold a competitive advantage no one can ignore. But building a gender-diverse workforce requires a clear strategy from employer-branding professionals. Men and women do have different career goals and, as a recruiter, you have an obligation to customize your branding to help you get what you need.
Universum has just released a report conducted in the 12 biggest economies of the world regarding what men and women truly want from their job. Universum asked 240,000 university students in business and engineering to select their top three career goals from nine options, and then to rank those three goals in order of importance. Both men and women, regardless of field of study, want to have a good work/life balance. After that, the differences become more apparent.
After work/life balance, women tend to value career security and the opportunity to add an international element to their career. Women also value having a moral component to their employment; 11 percent more female business students and 7 percent more female engineering/IT students choose to serve a greater good as something they value in their career than their male counterparts.
Unsurprisingly, women job seekers value a commitment to gender diversity by an employer, with 20 percent of women citing it as important versus 5 percent of men. Environmental sustainability and ethical standards are more important to women, with 10 percent more women graduates citing it as important compared to male graduates.
Men seem to value fulfillment more than the corporate culture: The Universum study shows that 43 percent of men want to be leaders and managers, compared to 32 percent of females. Men also want to be intellectually challenged, with 6 percent more men than women wanting to be recognized as technical experts and entrepreneurial.
Male job seekers want to work for a company that values innovation, recognizes performances and gives employees a high level of responsibility. Recruiters who represent prestigious firms have a clear advantage with men, as 38 percent say that prestige is an important factor, compared to 28% of women.
The above statistics are taken from Universum’s new report. You can download the full study here for more detail. Consider reaching out to Universum’s employer branding professionals to help you get the diversity you need in your workforce; it is something you can’t do without.