Choosing an employer: What talents look for

What is most important for the hotly courted group of "highly qualified talents" when choosing an employer? Are job seekers really that critical and demanding? According to Randstad, the figures show a clear picture: companies with a weak employer brand have to compensate for this disadvantage by offering higher salaries (up to 10 % higher). However, half of the respondents say that even for more money, they would not want to work for a company with a bad reputation. The key to employee satisfaction therefore lies in the alignment of personal values with those of the company, as 96 % of respondents say. That fine words alone are not enough is shown by the following finding: only 19 % of the study participants see a strong match between what their employer says about themselves and their experience of working there. Over 80 % see the promises not being delivered or only partially delivered. In short, many employers do not seem to deliver what they promise their applicants.

The ideal world

So what is the ideal world from the employee's point of view? What must an employer offer today? For Switzerland, the top ten in 2021 look as follows (1 to 10), according to Randstad:

1. pleasant working atmosphere,
2. Competitive salary and benefits,
3.  Job security,
4. Work-life balance,
5. financial stability,
6. Future prospects,
7. Possibility of home office,
8. gives something back to society,
9. COVID-19 safe working environment,
10. excellent reputation.

The first five criteria have remained stable over the last three years. Only the ranking positions have changed.

Who can choose is choosy

The Randstad study showed that highly qualified Swiss women attach greater importance to 11 out of 16 employer criteria queried than do people with an intermediate or lower level of education. One exception, for example, was the criterion "COVID-safe work environment." Professionals in the hospitality, retail or manufacturing sectors are particularly sensitive to this, and in turn tend not to have a tertiary degree. Job security and the financial stability of the employer are weighted similarly among all employees.

If you evaluate the Randstad study according to what highly qualified people in Switzerland expect above all from employers, you will recognize two clusters. In the top category, with more than 70 % of the mentions, are the actual framework conditions for a job: working climate, salary and social benefits, and work-life balance. In all these criteria, however, it is not maximization that plays a major role, but fairness, according to Randstad's analysis. This means transparency and openness in dealings, competitive pay, and a good balance of willingness to perform and room for personal interests.

Content criteria in the choice of employer

According to the Randstad study, a second category with over 60 % of the mentions is content-related topics: interesting tasks and future prospects are sought and demanded. The criterion "gives something back to society" is not one of them - an interesting finding, as Randstad interprets. The focus seems to be more on personal optimization than on altruistic motives.

The reputation of the company, diversity and integration, and strong leadership are also weighted higher than among professionals with an intermediate or lower level of education, but they rank lower in the list of criteria.

Conclusion: Soft factors dominate the choice of employer

So what is the bottom line for an employer? Highly qualified employees are sought after and therefore also courted. Soft factors such as the working atmosphere, the work-life balance or prospects and content are very highly valued by them. According to the study, Swiss employers, on the other hand, have the image of being financially stable, enjoying an excellent reputation and offering secure jobs. This gap between image and expectations must be closed if the employer's profile is also to be used as a lure for highly qualified employees.

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