Become an Employer of Choice

To be among the best employers is the dream of many companies. This status provides many benefits: lower staff turnover, the advantage at the invitation of and prospective employees, flexible attitude of the staff to the “unpopular” decisions, employees’ support for the achievement of tactical and strategic goals, high reputation, etc. Thus, the favor of employees that are already employed and potential ones is a necessary condition for sustainable and stable development of the business.

Create an attractive place of work, not to mention the dream of professionals is an extremely difficult task. Insincerity or lack of consistency in this area always has the opposite effect. However, some companies are becoming a desirable place to work for the best professionals. The foundations of many of these organizations are already overgrown with legends, and photos of their beautiful and innovative office long ago circled the Internet.

The strategy of “Employer of choice” that means a set of measures to enhance the attractiveness of the company in the eyes of the applicants. The better candidates think about the company, the easier it to get professional to staff. People feel the happiness of work there, lined up in front of the HR department that is encouraged to select the best. Highly professional people are seeking to work for such company and run from competitors without any “hunting” (Stark & Flaherty, 2010). Accordingly, there are two components that influence company’s reputation as an employer: the actual working conditions and staffing company image in the market. Therefore, the strategic human resource management program should consist from the two parts: study of the real working conditions and staff satisfaction in the company; working with the HR image of the company.

Talking about the first point, the human research department should held the questionnaire, study open sources, to make the research of working conditions of the companies that are working in the same market and figure out how good company’s working conditions are, in contrast to the market, how its employees satisfied with the company they work for. If there are some unsatisfied conditions were found the corrections should be taken. On the second point: think through actions on the articulation of market information about how it is good to work for the company. Also remember that best advertising agents for the company are its employees, especially the former. Employees from different regions think different about the characteristic, which the company with status “Employer of choice” should have (Figure 1).

Place Asia Europe America
1 Possibility to rise qualification 39% Positive atmosphere at the work place 47% Positive atmosphere at the work place 9%
2 Modern management style 33% Possibility to rise qualification 32% Modern management style 47%
3 Balance of work and relax 31% Modern management style 31% Good corporate culture 44%
4 Remuneration based on results 30% Balance of work and relax 30% Remuneration based on results 42%

Figure 1. Characteristics of good employer (Ashby & Pell, 2001)

The best practice to become employer of choice should be started from the change of attitude of its own personnel. In companies achieve outstanding results, have the highest number of employees involved, that is, those who believe the goals and tasks set before them company, personal business and personal interest. In other words, these companies manage “to fall in love” with their employees.

Unlike many characteristics, such as knowledge, skills, abilities, and other characteristics of talents, involvement cannot be bought or developed. Involvement as well as the reciprocity of love, the company can only achieve (Ahlrichs, 2000). Studies show that in order to create the conditions in which the involvement will increase the company requires five components: inspirational leadership, a strong corporate culture, focusing on the development of talent, a strong sense of responsibility, availability and performance of HR-policies and procedures consistent with the objectives of the company.

The companies characterized by high levels of employee engagement, top executives, not in words but in practice are an example of the commitment of the company and its people. Senior managers of these companies are not limited to rhetoric to the effect that employees are the most important asset of the company, they truly believe in it, and prove it by their actions. Therefore, unlike other leaders, they spend a lot of their personal time, attention and effort to the issues of communication with employees. They hold meetings and interviews personally greet recruited newcomers, discuss with the staff of the goals and objectives of the company (Higgins, 2000).

The development and strengthening of the corporate culture is realized through employees or, if to look deeper, through their competence, that is, the behavioral characteristics. Realizing this, companies with high levels of employee engagement, for example, more closely correlate with the competence model of the candidate model of competence, achieving thus a clear correspondence newly hired employee values of the corporate culture.

If the first focus on attention, speaking of maintaining and improving corporate culture, it is necessary for the selection, the second focus of attention refers to the replacement of vacancies from inside the company. From the inside sources close to 29% of vacancies, compared with 18%, typical for companies with lower levels of involvement. A strong corporate culture is a kind of guarantee that the company will meet its “emotional” promises.

It is well known that every journey starts with the first step. So the first step is a sincere understanding that the success of a company depends on how employees feel their personal success, that is, their involvement. The company needs to understand that the question of how to be the best employer for its employees connected not as much with the public image, but with its reception. And from the employees’ perception, in turn, depend on the reputation, well-being and effectiveness of the companies in the market. So, step one, the determination of the quantity of engagement that the company wants to achieve. It is the basement of formulation strategic human resource management focused on the becoming the employer of choice.