Employer of Choice

The War on Talent is intense as there is very few talent to be found, particularly in IT, healthcare and education. Therefore, one has to bring something special to the table to attract talented people and keep them happy. Employer of Choice, best employer, top employer … There are countless ways employers are recommended. Below I will explain the differences and more importantly, what you can do to be certified as one of those world class workplaces.

Employer of Choice

What does ‘Employer of Choice’ mean?

Just some fruit baskets and barista in the kitchen will not make you stand out as an employer. How can your company become an employer that people specifically choose to work for? Being the Employer of Choice means nothing more than being the employer that professionals choose to work for. But this will only be the case when you stand out in a positive way as an employer. If you are able to do this you will be chosen by talented professionals looking for a place to work.

Also read: How to hold on to young talented people?

Happy employees: a balance between interests and connections

For happy employees often a good balance between their individual interests and those of the organization and society is important.

  • Individual interest: Are employees motivated and happy in their job?
  • Organizational stakes: What can the organization do to ensure long-term focus and stay financially healthy?
  • Societal stakes: Is it clear what the goals are of the organization and what it contributes to society?

In many companies the focus is on short-term gains, which gives little space for long-term improvement and growth. Many employees feel a stronger emphasis on the organizational stakes and thus experience imbalance in their jobs.
 With purpose-driven job hunting becoming increasingly popular, a company's contribution to society can no longer be overlooked.

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Leadership and trust
Great leaders trust their employees. Perhaps you’ve read our piece on how important trust is in the work environment. The three factors to trust are: competence, willingness and integrity. These three pillars are relevant for the three levels of relations: management, organization and between colleagues. If there is a high level of trust, employees will be happy and productive, allowing your organization to innovate, develop and eventually prosper.


The role of modern leaders is to stimulate trust within the organization on all these three levels and, among other things, to increasingly let go of job profiles and focus on talents; moreover, to help employees in their personal development, not to limit possibilities but to give them all the space they need to access their potential, qualities and capacities.

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The hunt for purpose-driven job hunters

While the older generations were mainly looking for money and status, the current generation is in search of meaning in work. The purpose of your organization is one of the main aspects to appeal to new talent. This Generation Y wants to do ‘good’ in their job and is looking to make a positive impact. For centennials, the generation after Generation Y, this is even more important.


It goes without saying that as an HR-professional you should connect the job to a higher goal. Be cautious not to overdo your efforts, since it is very important to be credible for the applicant. If the story does not seem to be authentic and in the end money seems more important than the purpose, or even appears to be the purpose itself, talented people will turn away.

Keep on winning

If you have succeeded in becoming an Employer of Choice and attracted new talent? You should put everything to work to keep them. If you notice employees are unhappy, are often ill, and do not feel heard and engaged, these could be signals that your new recruits could start looking for a new place to work. Therefore, it is very important to continuously be in dialogue with your employees and to act upon the feedback you receive from them. Only in this way you can keep on winning!