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What employees look for in an employer

What employees look for in an employer

What employees look for in an employer

Employer Reputation Against Reality

Employer branding is vital when recruiting and retaining experienced hires because how you are perceived defines what you are. In talent management, there are no two sides to the story; the only perceptions that matter are those of the people you are trying to hire and retain.

Talent attraction occurs when potential employees believe that your organization can provide them what they need to be happy. Talent acquisition occurs when you prove those people that you can provide them with what they are looking for to be happy. The question is, what makes professionals happy?

Universum Annual Survey

Every year, Universum conducts a survey to determine what professionals want out of their career. More than 250,000 working professionals from 55 markets were surveyed this year. Universum then focused on the following 11 markets:

  • Australia
  • Brazil
  • Canada
  • China
  • France
  • Germany
  • India
  • Italy
  • Russia
  • UK
  • USA

The 93,000 professionals chosen from these countries listed the characteristics of their ideal employers. Universum then identified which of those characteristics 10,800 professionals associate with their current employers.

What Professionals Want but Aren’t Getting

Universum’s survey identified what traits experienced hires find attractive but usually lack in their employers:

  • A creative and dynamic work environment
  • Attractive or exciting products and services
  • Competitive base salary
  • High future earnings
  • Innovation
  • Opportunities for international travel or relocation

If you align your brand with these traits and then actually deliver on them, your organization will most likely excel in talent acquisition.

How to Align Your Brand With What Professionals Want

To determine how employees’ perception of you conforms with their expectations, Universum suggests that you take the following four steps:

  1. Survey experienced professionals in your industry to understand how you are viewed as an employer.
  2. Get feedback from your current employees about their perception regarding your organization as an employer.
  3. Identify where there are differences between what employees want and what you are perceived to provide.
  4. Effectively communicate why you don’t do certain things employees find valuable or change your organization’s culture.

If you are looking to improve your employee engagement and talent attraction efforts, download Universum’s e-book, “The Global Workforce Happiness Index“. You’ll find everything you need to know about how to match your reputation as an employer with the reality of what experienced professionals want. And if you need additional help managing your employer reputation, contact Universum today.