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All things being equal job seekers prefer to choose a new role not on the basis of salary or job title but for the sake of the employer brand and organisational culture. A Korn Ferry study found 73 per cent of respondents claim their number one driver at work is doing a job that has meaning and purpose, while only 3 per cent say pay is the top driver.
It’s important to understand what motivates each employee – their values, strengths and drivers – so as to engage, develop and retain the brightest and best in the organisation.
Identifying the great workplace
Gallup researchers have found that the best candidates approach their careers and places of work in similar ways:
Gallup points out that an employer brand that portrays a strengths-based culture is instrumental in attracting top talent. A strengths-based employer brand attracts job applicants who are motivated to use and develop their innate abilities, those who demonstrate energy and commitment to high performance and thrive in a demanding work environment.
Job seekers increasingly use social media as part of their search strategy and they’ll check Twitter and LinkedIn for insight into organizational culture and values. They will also use sites such as Glassdoor and Facebook in a sort of ‘reverse reference check’ Labor Power found that the majority of job seekers read at least 6 reviews before forming an opinion of a company.
Researchers found that through effective employer branding, businesses can improve the quality of candidates they interview and hire. They suggest some tactics to improve recruitment strategy: