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Organisational culture and employer brand are top competitive advantages when recruiting talent

Nearly two-thirds (61 percent) of respondents say organizational culture is the most important recruiting advantage for global organizations, followed by a leading employer brand at 26 percent. According to the survey, companies focusing on offering “higher salaries” and “promoting quickly” alone may not be as competitive when recruiting talent, with responses at 6 percent and 5 percent respectively.

“Focusing on culture and how that brand is represented in the marketplace has a critical impact on attracting and retaining the talent that will drive business success,” said Neil Griffiths, Futurestep Global Practice Leader - Talent Communications & Employer Brand. “The survey results indicate that employers need to think more broadly about what attracts top talent to their organization.”

Futurestep’s Talent Communications practice helps organizations to both identify their Employer Value Proposition (EVP) and to create the messaging and tools that deliver a consistent employer brand in the market. Futurestep leverages multiple strategies from candidate sourcing, brand positioning and website development, to recruitment communications, social media campaigns and talent communities to enhance an organization’s reputation as an employer.

The survey finds that as the hunt for talent is getting more difficult (61 percent of respondents say it’s harder to find qualified candidates than it was a year ago) there is a strong need for employers to closely evaluate and understand what attracts and motivates the ideal candidates for their company. While salary continues to be the “top negotiation sticking point” at 51 percent, “flexibility” comes in second at 33 percent, followed by “title” at 11 percent and vacation at 4 percent.

“The challenge is for organizations to listen to what employees want from their workplace, such as flexibility, and when possible, find a practical and effective way of delivering,” said Griffiths. “In today’s digital, social and mobile world, it’s easier than ever to enable employees to work when, where and how they want to, as long as they remain productive.”


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