Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 


What employees want; creating an employment brand

What employees want; creating an employment brand

Vodafone, Government/public sector, Telcom NZ and Westpac are the most frequently nominated brands people would like to work for, according to an employment branding survey of over 260 New Zealand jobseekers by specialist recruiter Hays.

The reputation of the company, professional development and training provided, then career opportunities were the top reasons supplied for choosing these employers, and were nominated ahead of salary or benefits. This demonstrates the value of creating a strong employment brand.

“As candidate shortages continue, forward-looking employers are focusing on what needs to be done to attract talent,” said Jason Walker, General Manager of Hays New Zealand. “Like any consumer brand, an employment brand communicates your identity as a company to others. It isn’t just a statement you adopt because you think it sounds good; it’s the essence of what your company stands for. In association, it communicates to potential employees what it’s like to work for your company.

“When an engineer considers future employers, a certain firm instantaneously comes to mind. When an accountant seeks a move, certain companies are approached before others. This is the power of employment branding and is a major differentiator in the recruitment marketplace.

“But it’s clearly not just about the ‘logo’. Our survey demonstrates that what most of us perceive as important, i.e. the ‘look and feel’ is not what we should be primarily focused on. Rather, the message needs to be more complete – the culture, values and environment are of much greater interest to potential employees. All advertising, whether direct or ambient, is contributing to the perception of your organisation being built by potential employees.

“A compelling Employee Value Proposition is also an integral element of employment branding and the recruitment strategy. It sets out who the company is, what is expected from employees and what employees receive from working for the company. In short, it reveals what your company offers that employees value. This includes defining not just the salary or job responsibilities and opportunities, but the company’s culture and ambitions.

“As skills shortages continue to test candidate sourcing and attraction strategies, and competition for the best possible staff remains high, it is no surprise the issue of employment branding continues to gain attention,” said Jason.

The survey also found:

A company’s reputation as an employer is important in a candidate’s decision to work for them in almost 9 out of 10 cases. 84 per cent would not work for a company with a bad employer reputation who offered a higher salary than a company with a good reputation. In determining a company’s reputation as an employer, 70 per cent of employees view treatment and support offered as ‘extremely important’. Also rated as ‘extremely important’ were the relationship between management and staff (62 per cent), training and development offered to employees (60 per cent) and quality of products or services (33 per cent). According to the survey, people judge a company’s potential as an employer primarily on their ‘fit’ with the company’s vision, culture and values, followed by the company’s products or service and experience received as a customer of the company. 66 per cent would not apply for a job with a company who’s vision, values and culture they did not agree with. Cultural ‘fit’ with the company and its values was also the most important factor in helping candidates associate with the company they work for, closely followed by contributing to decision making and company direction. A company’s vision, culture and values is the most important factor in determining an employee’s ongoing perception of the company they work for. To maintain a company’s culture and brand with existing employees, communication, professional development & training, employee involvement, management style and a consistent image/vision require addressing. 39 per cent of employees would resign from a company that did not live up to what was promised in the recruitment process or marketing. 18 per cent would resign if the company did not adhere to stated company culture or branding. Hays offer an element of caution: base your branding on truth. “This is one example where it really does need to ‘do what it says on the packet’,” said Jason. “A danger lies in presenting a cool and hip brand to a young audience if that is not what your company, in reality, is all about. The employment experience – both during and after the hiring process - has to measure up to the employment brand, otherwise you over-promise and under-deliver, leading to higher turnover.“

Of 260 responses, the top-ten New Zealand most frequently named ideal employers were: Vodafone Government/public sector Telcom NZ Westpac Air NZ Fonterra Bank NZ ANZ National Bank ASB

In a separate survey, Hays asked over 500 employers for their view on employment branding. 70 per cent viewed employment branding as important; 34 per cent of those said it was critical to their talent plans while 36 per cent said it was something they’d like to get to soon. 30 per cent of employers surveyed said employment branding was not on their agenda.

A report with full survey results and suggestions on creating an employment brand can be found at http://www.hays-hps.co.nz/news/ausworkplace.aspx

- Ends -

© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

I Sing The Highway Electric: Charge Net NZ To Connect New Zealand

BMW is turning Middle Earth electric after today announcing a substantial contribution to the charging network Charge Net NZ. This landmark partnership will enable Kiwis to drive their electric vehicles (EVs) right across New Zealand through the installation of a fast charging highway stretching from Kaitaia to Invercargill. More>>

ALSO:

Watch This Space: Mahia Rocket Lab Launch Site Officially Opened

Economic Development Minster Steven Joyce today opened New Zealand’s first orbital launch site, Rocket Lab Launch Complex 1, on the Mahia Peninsula on the North Island’s east coast. More>>

Earlier:

Marketing Rocks!
Ig Nobel Award Winners Assess The Personality Of Rocks

A Massey University marketing lecturer has received the 2016 Ig Nobel Prize for economics for a research project that asked university students to describe the “brand personalities” of three rocks. More>>

ALSO:

Nurofen Promotion: Reckitt Benckiser To Plead Guilty To Misleading Ads

Reckitt Benckiser (New Zealand) intends to plead guilty to charges of misleading consumers over the way it promoted a range of Nurofen products, the Commerce Commission says. More>>

ALSO:

Half A Billion Accounts, Including Xtra: Yahoo Confirms Huge Data Breach

The account information may have included names, email addresses, telephone numbers, dates of birth, hashed passwords (the vast majority with bcrypt) and, in some cases, encrypted or unencrypted security questions and answers. More>>

ALSO:

Rural Branches: Westpac To Close 19 Branches, ANZ Looks At 7

Westpac confirms it will close nineteen branches across the country; ANZ closes its Ngaruawahia branch and is consulting on plans to close six more branches; The bank workers union says many of its members are nervous about their futures and asking ... More>>

Interest Rates: RBNZ's Wheeler Keeps OCR At 2%

Reserve Bank governor Graeme Wheeler kept the official cash rate at 2 percent and said more easing will be needed to get inflation back within the target band. More>>

ALSO:

Get More From Scoop

 
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news