Becoming an Employer of Choice
During my 18 years as a staffing company owner, I’ve seen the pendulum swing back and forth between candidate and employer markets several times. Although industries change, technologies evolve, and consumer priorities change, some employers consistently attract the best talent.
These unique organizations can best be described as an employer of choice — the term for companies that hire based on a fantastic culture, attractive benefits, and a reputation for high levels of employee satisfaction.
There is no one-size-fits-all strategy for becoming an employer of choice. One company’s approach may look very different from another’s, yet they can both meet the criteria for the distinction. Here are the common characteristics they are known for among employees and job seekers:
- Growth opportunities
- Job security
- Competitive compensation
- Employee appreciation
- Meaningful work
- Work-life balance
- Positive relationships
- A culture of fairness
- Access to information and empowerment
- Community involvement
- Having fun
How to Become an Employer of Choice
Pay workers fairly: Offering the right comp plan is among the most valuable and direct tools for attracting top talent. When you pay your workers fairly, they feel valued, trust the organization, and are more engaged at work.
Respect and empower employees: Foster an environment where employees feel confident in their ability to meet expectations and are given clear direction. Award recognition where it’s deserved and provide clear and constructive feedback when expectations are not being met.
Provide opportunities for growth: Investing in training and development helps boost retention and promote innovation, but formal programs aren’t the only way to help employees grow and thrive. Activities like speaking at company events, joining focus groups, or participating in candidate interviews engage workers on a different level than their primary job function, extending their connection with the company.
Be transparent: Now more than ever, employees crave transparency. Share information openly and frequently – from the company’s financial performance to the reasoning behind organizational decisions to long-term growth strategy.
Be a leader, not a follower: Google is often cited as a shining example of an employer of choice. One of its defining characteristics as a company is that it’s not afraid to go its own way, even if that means taking a different path from everyone else.
While not all employers are shooting rockets into space or solving world hunger, they all share the common thread of fearlessly paving their own way.
Focus on the benefits that matter: While things like an onsite beer fridge or Friday afternoon ping pong tournaments are fun and trendy, they do little to build real meaning – a core characteristic of employer-of-choice brands. Instead of catering to flavor-of-the-week perks, employers of choice focus on the benefits that matter most, like family leave and flexible work schedules.
Give back: The most engaged employees feel a sense of connection with their organizations that goes beyond everyday job duties. Employers of choice have missions that are driven by more than just profits; rather, their efforts contribute to a greater purpose that benefits the community or society as a whole.