Has Your Business Got The X Factor?

Companies risk failing to recruit top talent simply because they do not realise what it is people are looking for from a potential employer, warns leading workplace experts Croner.

In a recent survey, bosses and employees were asked their views on what potential job candidates look for in a company. The results have revealed a considerable gap between what employers think makes their companies attractive places to work and what motivates employees in their job search.

According to Cronerís survey of more than 150 employers, almost two-thirds (65.1%) thought that company reputation was the most attractive attribute for potential employees.

This was followed by the quality of the workplace culture/environment (54.5%) and staff development initiatives such as training and promotion (52%).

However, a YouGov survey of employees commissioned by Croner will shatter employersí views, suggesting that many employers may be out-of-step when it comes to formulating recruitment strategies aimed at attracting the most talented people.

Only 22% of employees surveyed felt that reputation was important, placing it sixth on their wish list of things that gave a company that X Factor.

The top two attractions job candidates looked for were holiday entitlement (43%) and location of work (47%). More than a third (39%) listed equally flexible working and bonuses as important drivers in their search for the perfect employer.

38% of those surveyed said that they would be attracted to apply for a job by the quality of a companyís workplace culture and environment, while just over a quarter (28%) listed staff development opportunities as a factor as part of their job search.

Gillian Dowling, technical consultant at Croner, believes many employers will be surprised at the surveysí results and will have to re-think long held entrenched views.

ìTodayís employees arenít solely motivated by money and are looking for other perks and conditions to help them balance their work and home life. Although little can be done about location, home working can be a powerful benefit to employees, as can offering other flexible solutions such as later start times or job sharing.

ìEmployers may be missing out on top talent by failing to accommodate flexible working needs. Evidence suggests that offering such benefits can lead to commercial gains due to improved employee relations, staff morale and retention.

ìOver the coming months employers will have to rethink how they are going to attract the top people. Employers may have to be more inventive about the benefits they offer. And, with changes to statutory holiday entitlement expected to come in from this October onwards, even the option of being able to offer extra holidays as an enticement will have less appeal to job candidates in a competitive market place.

Here are some top tips from Croner for improving recruitment and securing the best candidates:

ï Consider the needs of the business and how the position you are recruiting for fits into your mid to long term plans.

ï Prepare a well thought out job description which describes exactly your expectations of the position. It will make the selection process easier and also help your new employee understand what is expected of them.

ï Avoid the ëgolden haloí effect of external job applicants. Employers sometimes fail to look inside their organisations to promote from within. External candidates often seem more dynamic and attractive than existing employees this is because it is easier for external candidates to ësellí themselves whereas internal candidates have been viewed in all circumstances by management.

ï Keep a central database of prospective candidates and everyone who writes in with their CV on a speculative basis.

ï Keep an open mind. Do not make assumptions about a candidate. Assumptions that a woman or a member of a particular racial group would not feel welcome in the community or would not be able to relate well to others of different groups are damaging and will work against your diversity efforts. Also, do not make assumptions about a personís willingness to re-locate.