While personal satisfaction and financial stability are important to all employers, men and women have different criteria for determining what makes an organization attractive.
According to study by ICMA International and Randstad Canada, men seek companies that offer innovation, strong management and a strong image. Women seek companies that offer a pleasant working atmosphere, convenient location and a strong work/life balance.
Jan Hein Bax, president of Randstad Canada, stresses that as the talent pool gets tighter and competition between companies becomes fiercer, organizations need to clearly understand what drives both potential and existing employees—for 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.”
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.
“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.”