Recruiting and retaining staff

Unlocking What Makes Organisations Attractive

"We  excited to share some insights from our recent research into what makes organisations attractive to employees. Today, as businesses everywhere struggle to find and keep top talent, the question of why people are drawn to certain companies—and what keeps them there—is more relevant than ever.

Now, you might think that the reasons people choose a job are obvious: good pay, maybe some nice perks, and, of course, job security. And yes, those things are essential! But in our research, especially looking at high-stress industries like airlines, we found that the story is a bit richer.

The Heart of the Matter

To start with, job characteristics are, of course, super important. For example, things like fair pay, stability, room for growth, and some reward for hard work—these are what I’d call the “fundamentals.” But they’re also something that can set a company apart. In competitive industries, employers who emphasise these basics are already doing themselves a huge favour. And it goes beyond just the numbers; creating clear paths for career advancement can make a job far more appealing than offering the same role at another company with no growth prospects.

The Perfect Fit

Next, let’s talk about fit. We’re not just looking for any job—we’re searching for the one where our skills feel like they’re made for it. This concept of “fit” is crucial. Imagine you’re a person who thrives on collaboration, and you join a company that values independence and solo work. Pretty soon, you’re likely to feel disconnected. Companies that attract talent are those that take the time to find employees who fit their roles and company culture. They tell a story through job descriptions and recruitment campaigns that let candidates see themselves as part of the team.

Show, Don’t Tell: The Power of a Reputation

Another factor that’s huge in the attraction game is a company’s reputation. Particularly in industries with higher risks—think airlines or healthcare—having a strong reputation for safety, integrity, or innovation is a powerful pull. For example, an airline known for putting passenger and employee safety first will naturally attract talent that values security and quality.

But it’s not just about safety; it’s about how the company is seen overall. In a world where everyone can share their experiences online, a company’s reputation spreads far and wide. And for employers, being consistent in their values and commitments is key here.

Doing Good and Being Good

Another fascinating aspect is the growing importance of Corporate Social Responsibility, or CSR. Today, many job seekers want to work for companies that go beyond profits and contribute positively to society. We’re talking about companies that prioritise diversity, embrace sustainable practices, and engage in meaningful community work. Companies that openly promote these values attract employees who care deeply about them. It’s no longer enough to say you’re “doing good”—employers need to show it through real actions.

Building the Brand

Lastly, let’s chat about branding. Just as companies work to appeal to customers, they also need to appeal to potential employees. A strong brand communicates not just what a company does but who they are and what they stand for. This is where social media, public relations, and even employee stories come in. Companies that share authentic stories from employees, showcase day-to-day life, and emphasise their core values on platforms like LinkedIn or Instagram are more likely to attract engaged, like-minded talent.

What Does This Mean for Leaders and Policymakers?

So, what’s the takeaway for business leaders and policymakers? First, they need to recognize that today’s talent pool has choices and high standards. Employers who succeed in today’s market go beyond just offering a job; they offer a mission, a purpose, and a workplace where employees feel valued and aligned with their values.

And for policymakers, there’s an opportunity here to support industries in promoting employee-friendly standards. From setting guidelines for fair pay and career growth to encouraging diversity and environmental practices, policies can create a foundation that not only attracts talent to certain sectors but also helps them retain it.

Wrapping Up

To wrap up, attracting talent today is a blend of basics done right—like job security and good pay—and newer, more value-driven factors like CSR and branding. Companies that get this balance right don’t just attract employees—they build a team of motivated, mission-aligned individuals who want to stay.

© Dr Roya Rahimi (University of Wolverhampton) and Dr Sanaz Vatankhah (University of Bedfordshire).