What do today’s workforce want from an employer?

The expectations of today’s workforce are a million miles away from what they were 100 years ago, and even from what they were 20 years ago. A decent salary and a good pension are no longer enough to keep people in the same job for 50 years. While financial remuneration is still an incentive for some, most people want something more.

Research has shown that ‘baby boomers’ tend to value job security and believe careers are defined by employers. Generation X won’t necessarily remain with the same employer, but they do stay relatively loyal to their profession. However, Millennials are looking for more freedom and flexibility in their careers, while Generation Z are career multitaskers.

Of course, these are huge generalisations, but there’s no doubt that in recent years there has been a shift in what individuals are looking for from an employer. If companies want to attract and retain the right people, then they need to understand the expectations of today’s workforce.  

Purpose

While not everyone is looking for a job that changes lives or the world, most people still want to feel as though what they do has some meaning. 

Having a clear company vision helps employees understand what they are working toward and how their role contributes to the success of the company. Rather than having employees who turn up just to earn a wage, you’ll have employees who are engaged with your business strategy.

CSR

Corporate social responsibility (CSR) is about far more than just holding a charity cake sale once a year. CSR strategies are about making a positive impact on the environment, the community and your stakeholders, including employees, customers and suppliers.

Three main areas that businesses can focus their CSR effort on include:

• Environment – recycling, reducing carbon footprint, utilising renewable energy etc.
• Community – charity fundraisers or sponsorship, volunteering, employing local workers, using local suppliers, supporting fair trade etc.
• Ethics – placing value on client satisfaction, not engaging in false advertising or manipulation, supporting vulnerable customers etc.

Employees are more attracted to companies who have clear CSR strategies that align with their own values. For example, someone who values honesty wants to know that they won’t have to engage in unethical practices at work. Someone who cares about the environment will be attracted to a company that is environmentally responsible.

By paying attention to your CSR strategy, you can attract and retain the employees that share the same morals, standards and principles as you.

Flexibility

There was a time when work could only be carried out in the workplace, but this is no longer the case. Many roles can be carried out remotely; even those that do need to be done on site don’t always have to be completed between nine and five.

However, flexibility is not just about being able to work remotely or being able to work outside standard operating hours. It’s about companies trusting their employees to manage their workload, and paying attention to output, not just input.

Flexible working has been shown to increase productivity, engagement and innovation. If you aren’t offering flexible working, then you could miss out on great candidates when recruiting, and lose your best employees to competitors.

Research has shown that many employees value flexible working more than pay increases. In fact, a survey by IWG found that if faced with two similar roles, 80% of people would turn down the one that doesn’t offer flexible working.

Health and wellbeing

Thankfully the days of working employees until they drop are behind us – employers have now realised that the health and wellbeing of their employees is important.

In our article, are you making employees sick, we look at how you can improve the environmental, physical, psychological and social wellbeing of your employees. Investing in the wellbeing of your employees makes them feel valued, and when employees feel valued, they feel more engaged and motivated.

Professional development

Not everyone is interested in career progression, but very few people want to tie themselves to what is viewed as a dead-end job. Many employees want the opportunity to develop, learn new skills and reach their full potential.

Investing in the training and development of your team does not only benefit your employees, but it also helps you build a stronger workforce. A well-trained, highly skilled team will not only be more engaged, they will also be more efficient and effective at carrying out their roles.

Personal development

Bringing in a life coach to work with employees on things like confidence building, stress management, conflict resolution, reducing anxiety and communicating effectively, benefits you and your team.

Not only are these skills important in the workplace, but they will help employees in their personal lives, which will increase their happiness. If employees are happier in their personal lives, they’ll be happier at work, meaning they will be more focussed, productive and engaged.

Good company culture

Good company culture is important to employees – nobody wants to work in a toxic environment where they are not respected or valued.

Having clear values helps to create a strong culture. Your company values shouldn’t simply be a list of nice words on your website, they should be visible in every aspect of your business. They should be a guideline for how work is carried out and employees should demonstrate your company values in everything they do.

Fairness and equality

Equality, transparency and fairness are highly valued by today’s workforce.

Random promotions based on favouritism rather than ability, are a sure-fire way to cause animosity and demotivation within a team.

Discriminating against individuals based on gender, race, religion, age, sexuality or disability is not only cause for legal action, but it also limits you as a business. Recruiting a diverse workforce provides many benefits and everyone within your workforce should be treated fairly and equally.

Employees should have the confidence to report bullying, discrimination or unfair treatment without fear of recrimination. Having clear HR policies and documented processes for reporting grievances makes it easier for you to resolve issues before they cause irreparable damage. 

Attracting and retaining great employees

Gone are the days where people were happy just to have a steady income. The most talented employees are looking for more than just a monthly payslip – they want to feel valued.

Companies that aren’t prepared to invest in their teams will have high staff turnover, demotivated and disengaged workers and poor company culture. All of this leads directly or indirectly to low productivity, poor service and limited profitability.

At Key Appointments, we have been helping clients attract and retain the best employees for over ten years. We understand how the needs of the workforce are evolving and how employers can meet these needs.

As well as assisting with all your recruitment requirements, we have a network of specialists who can assist you with staff training, personal development, HR and employee wellbeing.

If you need help improving your employer branding, attracting the right people and creating a great company culture, then contact one of our friendly consultants.