What are Canadians looking for in an employer? As with many things in life, it depends on who you ask. Now, a new survey from staffing, recruitment and HR provider Randstad Canada says that the gender of who you’re asking has a lot to do with it. While personal satisfaction and financial stability are equally important to both men and women, they each seek different criteria when determining what makes an organization attractive.
According to those surveyed, men seek companies that offer innovation (104% more important vs. women), strong management (22% more important), and a strong image (57% more important). Women, meanwhile, are looking for companies that offer a pleasant working atmosphere (28% more important vs. men), convenient location (39% more important), work-life balance (24% more important).
Randstad Canada President Jan Hein Bax says these results clearly show how diversified today’s workforce is. “Men and women may have expressed differing needs and expectations, but they are both looking for an employer that will help them grow on both a personal and a professional level,” he says.
Bax emphasizes that as the talent pool gets tighter and competition between companies becomes fiercer, organizations need to clearly understand just what it is that drives both potential and existing employees, from both genders.
“They will need to not only recognize these differences, but also embrace and leverage them in order to create a positive workplace culture that encourages everyone to fulfill their true potential, as attracting and retaining engaged and motivated employees is key to achieving business success, says Bax.
According to Bax, organizations with successful recruitment strategies are adept at communicating, both internally and externally, a clear and compelling employer brand that speaks to the values of the talent they are looking for.
Bax says, “Organizations can’t change their employer brands overnight, but those that recognize the factors that are attracting top talent – both male and female – and can incorporate them into their employer brands, will have an increased advantage when it comes to attracting and retaining the best employees.”
The survey was conducted as part of the Randstad Award program, aimed at identifying the most attractive employers from the 150 largest companies in the country.
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