Randstad 2017 Employer Brand Research unveils a clear gap between job seekers expectations and employers offer
TORONTO, April 27, 2017 /CNW Telbec/ - Randstad Canada revealed today the results of its Employer Brand Research 2017 (previously known as the Randstad Award). According to the research, employees' expectations are not always met. While employees are attracted to companies that encourage employee work-life balance, provide long-term job security and a pleasant working environment, companies often fail to deliver. Instead, Canadian employers focus on financial health, latest use of technologies and reputation as attractive features, resulting in a disconnect between what employees want.
To remain both competitive and attractive to the talent pool, companies need to elevate their brand profile while understanding what employees want. This new research provides companies with relevant data needed to attract and retain the best talent.
"With the Canadian gig economy and the battle for talents heating up, it is crucial for employers to close the gap between what employees are seeking and what they offer. When a company identifies what gaps exist in their industry, it creates a major opportunity for a company to review and improve their employee value proposition", says Marc-Étienne Julien, CEO of Randstad Canada. "Organizations like Microsoft Canada, Air Canada and Canadian National Railways Company (CN) hold the top accolades because they are aware of the importance of employer branding and offer a strong employee value proposition."
The Randstad Employee Brand Research identifies Canada's top employer brands through an independent survey of more than 5,504 Canadians between the ages of 18 and 65. This year's top 10 most attractive employers in Canada are:
| 1. |
Microsoft Canada |
6. |
Johnson and Johnson |
| 2. |
Air Canada |
7. |
Fairmont Hotels & Resorts Inc. |
| 3. |
Canadian National Railways Company (CN) |
8. |
Suncor Energy |
| 4. |
Indigo Books & Music Inc. |
9. |
Costco Wholesale Canada Ltd. |
| 5. |
IBM Canada |
10. |
Canadian Pacific Railway Limited |
"With organizations competing for skilled workers, our Employer Brand Research is a fantastic resource for employers to revisit their employee value proposition to better meet employee expectations," added Julien. "Successful implementation of these insights will help companies refine and enhance their employer branding strategies, while maintaining loyal employees and attracting the best talent".
Money, work-life balance, job security and pleasant work atmosphere attract: When choosing an employer, competitive salary & employee benefits (64%) tops the list as the most important factor for Canadian workers. Canadians also value good work-life balance (50%), long-term job security (49%), a pleasant working atmosphere (44%) and career progression opportunities (33%).
Employee attitudes towards automation and retraining: When Canadians were asked what they would do if a computer program replaced their function, 51% said they would be happy to re-train if they were being paid the same or more than their current salary, followed by the belief that automation will make their jobs better (27%), automation will take employee jobs away (15%) and employees would rather move to another company than re-train (8%).
Most desirable sectors: Engineering & Construction (43%) sector is the most desirable of all sectors, followed by Transport & Logistics (42.5%), and Energy (42%).
About Randstad Employer Brand Research: Now in its seventh year in Canada, The Randstad Employer Brand Research (previously known as the Randstad Award), study is based on a robust research platform that gives unique insight into the key drivers of talent attraction within Canada and across the world. It helps to identify the most attractive companies in Canada and provides important insights for employers on the trends and priorities affecting Canadian job seekers and workers. For more information, visit randstad.ca/employer-branding
About Randstad Canada: Randstad Canada is the Canadian leader for staffing, recruitment and HR Services. As the only fully integrated staffing company in the country, we understand the recruitment needs and demands of employers and job seekers across all levels and industries. Through our insightful knowledge of local markets, employment trends and global network of recruitment experts, we are shaping the Canadian world of work. For more information, visit randstad.ca.
SOURCE Randstad Canada
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