A company that is attractive to employees has an easier time recruiting talent and retaining loyal workers. It’s also more competitive in a tight labor market when in-demand candidates are likely to be considering offers from multiple employers.
To make your company more attractive, it’s necessary to consider what employees want. Thankfully, that information is no secret–numerous surveys and studies tell us exactly what workers are looking for from their employers and what they consider most prominently when job searching. Plus, there are multiple ways to discover this information within your own workforce.
We’ll talk more about how to do that and break down the most desired attributes among employees below.
Factors That Influence Employee Satisfaction
A company’s attractiveness can be broken down into four main areas that determine employee satisfaction.
Day-to-day experience
The company’s jobs don’t have to be easy–in fact, it’s a good thing if they’re appropriately challenging. They do, however, need to be manageable daily, without excessive periods of stress or overwork.
Career development
Can employees see a future with the organization? Advancement opportunities, employee development initiatives, recognition programs, and clear feedback all contribute to a strong sense of career development potential that employees value.
Company culture
Do employees feel that they fit in? Most adults spend more waking hours with their coworkers than they do with their own families, so a sense of belonging is high on the list of employee priorities.
Compensation
Money might not buy happiness, but it can provide a place to live, food to eat, and comforts that make life outside of work worthwhile. If employees are getting paid well and have great insurance, they can tolerate many things.
14 Things That Make a Company Attractive to Employees
Now, let’s dive deeper into the categories above and explore specific workplace features and benefits that are compelling to employees.
1. Competitive salary
No matter how you slice it, money is consistently the top factor employees consider when choosing where to work. In a Gallup survey of more than 13,000 workers, 64% said a significant increase in pay and benefits was very important to them when deciding whether to accept a job offer.
With 52% of workers saying they’re financially stressed, it’s important to consider total compensation, which includes other forms of compensation like bonuses and commissions as well as employer-sponsored programs like health insurance and retirement savings that offset household costs.
2. Comprehensive benefits
Health insurance, retirement, and paid time off are must-haves if you want to compete as a top employer in your field. Beyond that, employees are attracted to companies that offer additional benefits that enhance their lives and demonstrate the organization’s investment in their well-being, like extended paid parental leave, mental health services, and tuition reimbursement.
Related: Attract Top Candidates With These In-Demand Perks and Benefits
3. Flexibility
The significant growth of remote work has increased awareness about the value of flexible work arrangements, with more than half of remote-capable employees saying they expect and prefer the ability to work a hybrid schedule. Whether it’s working from home, flex scheduling, or some other form of flexibility, workers want the freedom to choose when, where, and how they work best.
Related: The Importance of Flexibility in the Workplace
4. Work-life balance/well-being
Sixty-four percent of today’s workers say work-life balance and well-being are very important to them when choosing an employer. This coincides with an increased society-wide focus on mental health and its importance. Employers can show their commitment to this value through offerings like mental health and personal days and advocacy stances on issues that impact worker well-being.
5. Professional development
Professional development opportunities are a top demand among forward-thinking workers looking to optimize their prospects in a dynamic job market. According to Gallup, 65% of workers say the opportunity to take part in upskilling programs would be extremely important or very important to them when considering whether to take a new job, and 61% cited its importance in choosing whether to stay with their current employer.
Employers can also demonstrate their commitment to professional development and appeal to employees through company-sanctioned mentoring, seminars and workshops, and educational stipends for independent learning.
6. Advancement opportunities
High performers are motivated by growth and advancement. They don’t want to stay in the same dead-end job for a decade. As such, top employees will always have one eye on their next move, and if there’s not an opportunity to advance within your organization, they’re likely to look elsewhere for a company where they can rise in the ranks.
Clearly defining and communicating your organization’s advancement options, like internal job openings and leadership training programs, helps ambitious employees recognize and take advantage of these opportunities.
7. Strong leadership
Employees want to work for consistent, communicative, and transparent leaders. Unfortunately, less than a quarter of workers in the U.S. say they strongly agree that they trust their organization’s leadership. Company leaders can better connect with employees by communicating clearly, leading and supporting transformative change, and inspiring confidence in the future.
8. Inclusive environment
Companies that lead by example when it comes to diversity and inclusion will win the respect of employees and job seekers alike. Prioritizing policies that are inclusive to all people regardless of race, background, gender, age, sexual orientation, or disability not only makes for a stronger workforce but creates a wider talent pool, which eases hiring challenges.
9. Positive culture
Nothing kills employee morale faster than a toxic workplace culture. A positive culture is one of mutual respect, transparency, and accountability. Employees want to feel like managers lead by example and support them, both when they’re exceeding expectations and when they’re struggling to meet them. Open, ongoing communication between team members and between managers and their reports is key.
10. Job security
In this shaky economic environment, only some things feel certain. Workers want jobs (and paychecks) that feel secure. Companies can seize on this desire by highlighting their market longevity and plans for future growth.
11. Shared values
Employees who feel their company shares their values are likelier to be loyal and engaged. Those specific values may differ depending on the demographic. Older workers, for example, may value stability and reputation, while younger ones may favor creativity and social responsibility. Creating recruitment marketing materials that highlight your company values can help you connect with employees who are aligned with your vision and will be enthusiastic about the values you embody.
12. Innovation
Change is occurring lightning, and most employees feel positive about it. In a PwC survey surrounding workers’ hopes and fears about workplace change, 77% said they feel ready to adapt to new ways of working, while 72% said they were excited about opportunities to learn and grow. Companies can capitalize on this forward momentum by embracing new ideas, being willing to try new ways of doing things, and being receptive to workforce advancements like artificial intelligence.
13. Technology
Top employees instinctively look for ways to do their jobs better or more efficiently. One of the ways that manifests is in technology. For employers, supporting workers through technology is synonymous with investment in software, hardware, and education to help employees do their jobs to the best of their ability.
14. Clear expectations
One of the biggest frustrations among employees occurs when they feel that what’s expected of them does not match their job description or don’t know what’s expected of them. Setting and communicating clear expectations around job duties and goals promotes stronger performance and contributes to a culture of transparency.
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How to Learn What Employees Want
Reading about what hypothetical employees want is helpful, but it’s even more effective if you invest the time to discover what your actual employees and target candidates are looking for. Here are three ways to accomplish that.
Employee feedback surveys
Surveys are a highly useful tool for gathering feedback straight from the mouths of employees and candidates. They can cover various topics, from compensation and benefits to workplace culture and hiring experience. They can be short or long and are easy and free to distribute. Guaranteeing anonymity can give you the best chance of obtaining honest input.
Related: The Best Employee Survey Tools For Gathering Actionable Feedback
Focus groups
Focus groups allow for in-depth discussions among small groups of employees. Groups can be selected with specific goals in mind, like engaging younger workers or appealing to tech candidates. These sessions can produce detailed insights you can use to improve employee engagement and retention.
Market research
By studying the trends in your industry and local market, as well as what competitors have to offer, you can better align your offerings with employee expectations and current market conditions. This allows you to compete for new talent more effectively and retain your top performers.
The “perfect company” doesn’t exist. However, by recognizing what employees want and working to align your offerings accordingly, you’ll be better positioned to attract talented applicants for your open positions and build a reputation for being a great employer to work for.
