flipping magazine pageRandstad US’s recent employer branding survey has confirmed that while salary and benefits are at the top of the list for both men and women when it comes to picking an employer, other differences exist in how both groups define the attractiveness of an organization.

“How a company is perceived as an employer impacts what types of candidates it will attract,” said Lisa Crawford, senior vice president, Randstad U.S. “As our research reveals, companies may need to focus on key elements, such as building culture and adopting more flexible work policies, to appeal to different demographics. Attracting and retaining talent is not a one stop shop—particularly with a diverse workforce and multiple generations sitting side-by-side to one another.”

The primary findings of the survey include:

• Location is a primary draw for women with 44 percent of this group’s respondents choosing location as an important attribute; just over one-third of men chose this option.

• Men desire to work for financially healthy companies that offer many opportunities for career progression with 42 percent looking for such opportunities compared to 36 percent of women. Financial health was important to 36 percent of men compared to 28 percent of women.

• Almost 40 percent of women chose workplace flexibility as an important employer attribute compared to 26 percent of men.

“As the job market continues its steady momentum and employee confidence increases, more employees will keep their options open for other opportunities,” Crawford said. “If companies are to retain and attract the best talent, they first need to assess what their brand really means, determine what keeps their talent coming through their doors and how to attract the next wave of workers who may have different expectations than what their company currently offers.

“With women making up half the workforce, they should also consider the unique things that women value when choosing an employer. Investing in building a strong employer brand will pay off in a stable workforce, a better match of talent within your organization and increased engagement and productivity.”


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