Gone are the days when only employees had to present themselves as attractive and interesting in order to get their dream job. Today, employer attractiveness counts at least as much – in some areas, such as the STEM professions, even more. After all, there is a war for talent here – in other words: Employees can choose the best from a wide range of offers. Here you can find out which factors make you an attractive employer and how you can even increase your attractiveness.
What is employer attractiveness? definition
Employer attractiveness basically describes the attraction you have to applicants and potential future employees. But your ability to retain existing employees also falls under employer attractiveness.
You can become attractive as an employer with various monetary and non-monetary benefits, for example. The non-monetary aspects include, for example, work culture, employer image, home office option, further training opportunities, and much more. You can find out more about this below.
Successful employer branding is also key to being able to position yourself as an attractive employer. These are employer branding measures: The company wants to make itself attractive and stand out positively in the competition for sought-after specialists.
According to an economic survey by the Association of German Chambers of Industry and Commerce (DIHK), 60 percent of the companies surveyed see staff shortages as the greatest business risk. At the beginning of 2010, this figure was still 16 percent.
These figures confirm that the balance of power in the labor market has turned in favor of employees. Where employers used to be scarce, today there are skilled workers. The former employers’ market has turned into an employee’s market. Similar to sales, it is the task of companies today to position their unique selling proposition as an attractive employer on the employee market.
A new mindset in recruiting knowledge workers
The times when the “applicant” asks for a job with the employer are over. Recognize that power rests with the candidate. Try treating him like a salesperson treats his customers: quickly, individually, and competently. Therefore, describe and treat “applicants” better as candidates or interested parties in the future and treat them as equals.
One could even go so far as to conclude that companies today “apply” to the candidate, as is already common practice in active sourcing (in-house or via headhunters ). Accept that the rules of the game are now defined by the labor market. The salary levels defined in-house are initially of little interest to the market and the candidates.
If you want to convince employees today, you have to break through the internal perspective and approach the needs of the candidates. Employers are well-advised to react appropriately to the demands for modern forms of work and appreciation.
With these 6 incentives, you can increase your attractiveness as an employer
You should create incentives that make you an attractive employer both for new and future employees as well as for those who have been working in your company for some time. In the following, we present 6 of these incentives or benefits that can increase your attractiveness.
#1 Work-Life Balance
Offer flexible time and work models to enable your employees to plan their careers in a family-conscious and life-phase-oriented manner. The compatibility of work and private life is gaining in importance. Examples: flextime, part-time, and home office.
Being able to combine work with private life is becoming important for more and more employees. Flexibility in working hours is a crucial criterion, especially for employees who have children or relatives to look after.
In addition, the possibility of working from home is a welcome option, not least since the COVID-19 pandemic. This means you can work even if you or a child is not in the best of health. Employers who allow flexible working hours and home offices are family-friendly and open-minded – a big plus.
#2 Continuing Education Opportunities
It is important to you that continuous learning is a top priority in your company. You should never rely on the watering can principle, but offer individual coaching and further training that is tailored to the learning methods and learning goals of the individual tech & IT experts.
The opportunity for training and further education is one of the most important factors that make an attractive employer. Recognizing and promoting potential speaks for you as an employer and only makes you more interesting for (potential) employees.
By opening up further training opportunities, you also give your employees the chance to advance within the company. This shows you are interested in long-term cooperation with the respective specialists.
#3 Workplace health promotion
A healthy lifestyle is becoming increasingly important, especially for young workers. Topics such as sustainability, healthy nutrition, sufficient exercise, etc. are of particular importance to them. With a strategic health promotion in the company, you get a big advantage with many (future) employees.
The possibilities for workplace health promotion include sports courses, fruit at the workplace, mindfulness training, or preventive measures against sleep disorders.
#4 Modern work structures & modern leadership
Modern in today’s context mostly means digital. Generations Y and Z in particular do not want to work with outdated systems. Current tools, simplified processes, etc. ensure an attractive working atmosphere in which young employees also feel comfortable.
Invest in digital progress and not only collect plus points from young employees, but also reap the laurels of successfully implemented digitization.
In addition, establish contemporary management models and specialist careers to meet the demand for more participation in your company. This applies in particular to technical management. With the principle of a team leader who changes on a project-by-project basis depending on experience and qualifications, you promote, for example, operational co-determination and at the same time benefit from the different skills of the team members in certain projects phases.
#5 Fair Compensation & Benefits
Develop transparent and performance-related remuneration models, on the basis of which you can pay your employees slightly higher salaries than the competition to express your appreciation. Whether the remuneration takes the form of a pure salary or additional benefits such as old-age provision, vacation pay, a company car, or other allowances is secondary.
Fair remuneration is part of the standard service, especially in higher positions and sectors such as tech and IT, which are in high demand. Good pay is often a prerequisite here and should no longer have to be discussed.
As an attractive employer, you should pay your employees fairly and give them regular salary increases if they perform well. This promotes motivation and shows that you value your workforce.
In addition to fair payment, more and more employees expect additional benefits such as shopping or restaurant vouchers, tickets for public transport, any discounts, etc. You should not be stingy here either if you want to be perceived as an attractive employer.
#6 Pleasant working atmosphere & good communication
Create a work environment that is safe, comfortable, and appealing. This includes a modern office design that offers opportunities for communication and retreat, as well as free or discounted food and lunch in the canteen or in the surrounding area.
A working atmosphere in which everyone has equal rights, no one is under or overwhelmed, ideas are heard and no competition is encouraged is a pleasant and attractive environment. Make sure that your employees pull together and support each other. This not only improves the climate but also ensures better results.
Also, encourage communication: Encourage your employees to raise problems as they arise and when they can still be solved. Have an open ear for the concerns of your employees. You can achieve this with feedback rounds, regular appraisal interviews, and general transparency within the company.
Addendum #7 Positive Image and Candidate Experience
Offer your employees a distinctive, coherent employer brand and ensure that newcomers fit in with your company’s values and culture. Tech & IT employees like to be part of a success story with innovative products and topics that are valued by customers and employees.
Fast, competent, and appreciative application process. Offer your applicants clear prospects for professional development. Optimize your IT recruiting processes from the career site to initial contact and onboarding and don’t let your applicants wait weeks for an answer.
What can companies do to be attractive employers in the long term?
In order to make a good impression not only on potential future employees but also on those who are already employed by the company, a number of measures are required. With fair payment and non-monetary benefits, you can convince employees to stay with you even years later.
A good work-life balance is again an important buzzword here. Flexible working hours, home office, and possibly even in-house childcare ensure that your employees prefer to choose their job – even if they have children.
With an attractive offer, you can create a stimulating environment for your existing employees over the years and thus secure your workforce in the long term.
Why is employer attractiveness important?
Creating an attractive working environment so that your employees like to be there not only benefits them but also you and your company’s success in the long term. Satisfied employees with a positive attitude are more likely to perform well than those who do not feel comfortable in their working environment.
In addition, as an attractive employer who also conveys this impression to the outside world, you find new employees more easily and thus have a clear advantage in the war for talent. A good reputation will benefit you, especially in competitive sectors such as tech and IT. With a positive candidate experience, you can already convince during the application process.
Employer attractiveness and fluctuation
The topic of employer attractiveness is not only important for attracting new employees, but also for retaining current employees. We are in daily contact with various Tech & IT employees. In our experience, three similar motivations for change often emerge:
- Lack of advancement opportunities and uninteresting work tasks
- Better pay with the new employer
- Personal dissatisfaction with the team
Can you measure employer attractiveness?
Employer attractiveness can actually be measured – this can be done internally and externally. In the former, the feelings of those employed in the company are analyzed, and in the latter, the impact of the company on the outside world.
Internal company attractiveness as an employer: This is quite difficult to measure since the perception of each employee is characterized by subjectivity and is, therefore, difficult to classify. Empirical methods such as surveys or questionnaires are rather useless here. Factors such as family friendliness, further training, promotion opportunities, benefits, etc. should be asked as openly as possible.
External employer attractiveness: The external effect is recorded in particular via the authenticity of the corporate brand and factors such as honesty, sympathy, and reliability.
Employer attractiveness from the perspective of Generation Z: When is an employer attractive?
The labor market is changing and with it the demands of employees. What was important to previous generations in their workplace is no longer important to today’s generation. In addition, today’s employees pay attention to aspects that were unthinkable in previous generations.
Generations Y and Z are the workers of the present and future. They are making changing demands on their workplace – and employers should respond if they want to convince these generations of themselves.
Stiff 9-to-5 working days, no home office option, living to work: these are no longer options for the young generation of workers. Work-life balance is the keyword – or: work to live.
If you want to position yourself as an attractive employer with this emerging generation of skilled workers, you have to respond to these demands. Flexible working time models, additional benefits, home office options, company health promotion, etc. are the key concepts.
Respond to employees & increase employer attractiveness
Your employees are the ones who make or break the company. If they don’t feel valued in their work environment and their needs are not met, it can damage not only your reputation but also the long-term success of the company.
With fair pay, various non-monetary benefits and a pleasant working atmosphere, a good basis for communication, and sensible employer branding, you can gradually increase your attractiveness as an employer – not only within the company but also externally.
Summary: Your company is an attractive employer
You as the IT manager, IT manager, or HR manager have the responsibility. How would you react to not having enough customers? With sales strategies, right? The situation is similar to the so-called “shortage of skilled workers”.
The aim is to change from passive, more administrative recruiting to active recruiting and to respond to the needs of potential Tech & IT employees.
If you develop a high level of employer attractiveness, this has a positive effect on your fluctuation rate as well as on your time-to-hire and thus on your company’s success overall.
Treat your (potential) knowledge workers as VIPs and make them feel valued as unique personalities. It’s about meeting at eye level.
TechMinds communicates your employer’s brand authentically
By cooperating with TechMinds as a recruiting partner, you communicate your employer brand effectively in the passive candidate market and fill your vacancies promptly. In addition, you will receive valuable tips and feedback as well as candidate reactions from the market.
As a personal IT recruitment agency, TechMinds listens carefully to you and learns your language. We are interested in your company, your culture, and your staffing needs.
In this way, we quickly develop the right feeling for which employees suit you and which characteristics make you attractive. We work with a large number of companies that have developed an attractive employer brand and successfully communicate this to the market with us as their partner.
