and HR specialists Randstad
director, Paul Robinson, told HRM
a strong employer brand will be of great benefit as the fight for talent in New Zealand intensifies.
“An organisation’s brand is one of the most valuable and reputable assets any employer can have, as it will naturally help to attract, engage and retain talent,” Robinson said.
So what are Kiwi employees looking for in an employer? According to the latest Randstad
Award employer branding research the top five most important factors are: competitive salary and benefits (69%); pleasant working atmosphere (55%); long-term job security (51%); interesting job content (45%) and the provision of a good work-life balance (39%).
The research, which is now in its fourth year in New Zealand and involved the surveying of 7,000 Kiwis, also revealed the key personality traits staff value most in an employer and unsurprisingly ‘honesty’ was the top response. Of those surveyed, 84% listed honesty as the most desirable personality trait in a potential employer, followed by reliability (74%) and being well-respected (56%).
"Much like people, organisations have personal characteristics and qualities that form the basis of its image, brand and reputation. To be as appealing as possible to potential employees, organisations need to promote these defining and desirable characteristics through every aspect of its marketing, communication, HR and employer branding strategies,” Robinson said.
For more insights into what potential employees find attractive request your copy of the Randstad
Award Employer Branding research here
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