adapting the brand to your specifications

What makes an employer desirable is never ‘one-size-fits-all’. Having taken stock of the values you want to promote, you’ll need to align these with the preferences of the people you aim to attract.

Salary and benefits, job security, work-life balance and a pleasant work atmosphere are features of their working lives that unite male and female employees of all age groups, backgrounds and regions of the world, including APAC, according to the ‘2018 Randstad Employer Brand Research’.

In the APAC Region, employees rated work-balance, salary and a secure job as their three priorities. However, the survey’s findings show that leading local organisations promote themselves as financially healthy, with a very good reputation and using the latest technologies. Clearly, employer branding is not always closely aligned to employees’ values.

What attracts people to work for an employer in the first place may not necessarily be what makes them stay. The under-24s favour employers that provide training and career development, while those over-45s value long-term job security more than their younger colleagues. Younger employees change jobs far more often than older colleagues (28% of younger workers versus 10% of older employees have changed job since 2017), perhaps reflecting that organisations could enhance career progression internally. The biggest differentiator between the values held by employees is age: 28% of men find a financially healthy employer more important than women do, while 57% of women place more value on a good work-life balance than their male co-workers. It is, therefore, possible to shape your employer brand message according to target audience. 

It’s especially important to align preferences with the nature of your business and the types of employees you want to attract for particular positions. If these preferences are not met by your target groups, they will either leave or not apply for positions. On the whole, the values that employees hold highest are not those most strongly promoted by employers, and an opportunity to connect better is often going untapped. 

According to the ‘2018 Randstad Employer Brand Research’, employers should focus more on the wellbeing of their workforce when developing their EVP with an emphasis on promoting work-life balance, job security, and a pleasant work atmosphere while still retaining the more tangible attributes, such as an attractive salary and benefits package.

In Australia, lack of career growth and work-life issues could send employees, especially female staff members, looking for another employer, while managers and employees over 45 are more inclined to change jobs when the company’s leadership is poor.

Growing trends reflecting what matters to employees is a company that values diversity and inclusion, flexible arrangements and giving back to society.

For further information on A copy of the ‘2018 Randstad Employer Brand Research’ can be requested online.  


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