Summary results
An investigation into Employer of Choice issues
THE WORK CHOICE
SURVEY
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Preface
Discovering why people really choose employers is central
to the WorkChoice survey and part of our pursuit to get to
the bottom of what an ‘Employer of Choice’ is all about.
These are the summary results of a pilot study to discover
what lies at the heart of employees’ expectations for their
careers and their employers.
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Introduction
Increasingly we are trying to move away from the term “Employer Brand” and replace it with
the more accurate and readily understood description: “Employer Reputation”. The key
dimension which drives reputation is what employees look for from their employers and in
turn, how that employer meets those expectations. Put all those elements together and you
have what constitutes an “Employer of Choice”. McKinsey in their original War for Talent
research believed that talent was attracted to organisations, which could claim to be great
companies, offering great jobs at appropriate levels of remuneration. We believe that is
true, and have developed this theory by adding easily understood dimensions to make the
constituent parts of “Employer of Choice” more readily understood to audiences within
any organisation.
Organisational success depends on having a stable, talented and committed workforce.
The ability to detect employee commitment and retention problems before it’s too late is
critical and recently the idea of employee engagement has received much more attention.
Research has shown that fully engaged employees tend to be more motivated, productive,
conscientious and have higher levels of organisational commitment. Furthermore, several
research initiatives (e.g. CIPD, Gallup and the Institute of Employment Studies) report a
strong correlation between engagement and the organisation’s bottom line.
This pilot WorkChoice survey is the first step in our pursuit to offer the employer the ability
to discover what motivates and engages their employees. We aim to empower employers
by providing the