If you are a business owner, you naturally want to benefit from the best resources and skills to carry out your project.
But have you ever wondered what drew the most talented candidates to one company rather than another?
What makes an employer attractive
First, let's look at the factors that determine an employer's attractiveness.
There are different criteria, in order of importance:
- Attractive compensation : unsurprisingly, salary appears in first place in the responses.
- Work-life balance : an increasingly important consideration for employees. The goal being to find fulfillment both in private and professional life.
- Promotion opportunities : having goals to achieve, with prospects for advancement, greatly affects employee motivation.
- A collaborative environment : teamwork allows you to share skills, learn from others and build social connections. All of these factors are important for an employee's well‑being.
- Continuous training : joining a company should not mean the end of training. On the contrary, being able to continue learning while working is a major advantage. It shows the company values the person it hires and provides personal enrichment for the employee.
- A fun, stimulating company culture : an additional motivation. It cannot be repeated enough that the work environment is a key element of an employee's well‑being. Making sure your employees feel good at work encourages them to give their best.
What discourages candidates from joining a company
The environment can influence the desire to join a company both positively and negatively. Some criteria can be discouraging, even blocking for potential candidates:
- Excessive staff turnover in the company. Many companies operate this way for economic or practical reasons. However, employees can feel the downsides: difficulty forming relationships, a lack of stability…
- Too frequent changes at the management level
How do candidates evaluate an employer?
To evaluate a potential employer, candidates rely on different sources. Here are a few.
1. Employee recommendations and sites that collect company reviews
Whether through word-of-mouth or reviews left on platforms, recommendation is a key factor for someone looking for a job.
Hearing from people who have joined the company is always a useful element to form an opinion. Likewise, if a trusted person recommends a company to you, you are very likely to take an interest in it.
2. The company's website
Your website represents an essential showcase for your image. A candidate will be able to find there all the information related to the company.
Beyond what is written, the company's professionalism can also come across there. It is therefore important to carefully manage the image conveyed by your website, both for customers and potential candidates.
3. The company's media appearances
Again, it's a question of image. Positive visibility in the media can attract interest to a company and increase its credibility.
4. Social media
A company's likeability is also measured on social networks. Community managers play a key role in conversations and engagement with customers and candidates.
5. The company's marketing tools
Taking care of your communication is a fundamental criterion to be attractive to potential candidates. Marketing tools are therefore used to mobilize and generate interest in the company.
The importance of the interview in evaluating an employer
The job interview is a very important step in the recruitment process, for both the employer and the employee.
For the latter, the interview is seen as a good way to evaluate the company's culture.
Conclusion
Job seekers place great importance on work-life balance, as well as on compensation and career prospects.
Moreover, companies with high turnover — whether among employees or at the management level — are viewed negatively and tend to be avoided by candidates. Candidates use different means to inform themselves and evaluate an employer: they rely in particular on reviews from current employees, as well as the company's website and online review platforms.
As an employer, you have every interest in giving your employees a good image and offering them a pleasant working environment. They will then become your best ambassadors and can positively influence potential candidates.
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