What does the Randstad Award mean to you?
In an age where an organisation’s ability to outperform its competitors relies so significantly on the collective effort of its people – the Randstad Award is an invaluable tool for assisting companies to shape their EVP messages to be more in-tune with their target audience. Furthermore, it’s about recognising companies who have managed to be able to achieve a harmonious balance between their brand awareness and brand attractiveness from an employee perception perspective.
Why does the Randstad Award use employee / workforce size as the main criteria for participating companies?
To ensure that the award remains objective, entry to the Randstad Award is not by nomination. Instead, it is based on selecting the top 75 companies in Hong Kong by workforce/employee size. This allows the award to recognize organisations that generate the most number of employment opportunities for the local market.
The Randstad Award is also unique on the basis that the eventual winner is selected from what is effectively the world’s largest working demographic survey into employer branding – making it the only prize truly representing ‘the people’s choice of most attractive company in Hong Kong’.
This means that the outcome is based on public perception, i.e. what the public really thinks about the participating companies. However, we recognize that companies with a lower public profile could be at a disadvantage compared to large companies, with their higher name recognition. So, to create a level playing field, the Randstad Award focuses on a company's overall brand awareness (i.e. "do you know this company well enough to have a perception about it?") as well as the attractiveness (i.e. "based on what you know, would you like to work for this company?"). It is those companies that have the best balance between brand awareness and brand attractiveness that are crowned our winners.
With such a competitive landscape for good talent, how can SMEs build their own employer brand amongst the established brands? What do employees of today look for?
When someone chooses to join a company, it is often about title, scope and money – there is no denying this. But increasingly it's also about work/life balance as well as working for a brand or product that they believe they want to be part of.
SMEs, like large corporates, have a purpose for their existence. They provide a particular value to society, regardless if they are a B2B or B2C. This rise in wanting to work for a company that exists for something greater than shareholder return is what we often refer to as “conscious capitalism” and increasingly this is seen as one of the major reasons why talent will choose to join and stay.
Furthermore, SME’s can offer a much broader exposure base for employees – whether it be across multiple projects, different industries, exposure to working one on one with senior leaders and generally running an entire business – this can often prove unique when compared to specializing within one particular function with a large corporate.
Ultimately the best employers whether large or small make a conscious effort to ensure their EVP both externally and internally is connected to the values they hold as a company and that these values translate into the principals and actions by which the company undertakes its activities on a daily basis.
Employer branding is made more challenging with today's multi-generational workforce - who come with different aspirations, motivations and expectations. How would you craft an employer brand that will resonate with these different groups of staff?
If you break down what makes up an employer brand, it's truly about defining the message on what makes them a good employer and what they believe in. If a company is clear about its purpose, values, commitment to diversity and drive to engage talent from all walks of life, then their employer brand will be attractive to all regardless of age or generation divide.
If there's one piece of advice you can give to your clients on developing their employer brand, what would it be?
Take time to communicate to your staff, and the wider society, your purpose and the great things you do.
Focus on building a robust engagement strategy across traditional, but more increasingly digital platforms.
Every day employees will accomplish great things - serving a customer well, making a difference to someone or contributing to something of importance. More often than not, these achievements aren’t shared.
Companies who understand that this is now an age of information and real time updates will be able to constantly feed their communications platforms and keep their audiences engaged and connected to what it means to be a part of their brand.
Lastly and most importantly I would say to use your people – these days people often believe what people say about your company, than what the company says about itself (think glassdoor and tripadvisor) – find simple ways to share these positive messages with your target market and it can make a world of difference.
If my company is not within the Top 75, can I still access the employer branding research?
In line with our vision of 'Shaping the World of Work', we offer complimentary access to the overall Hong Kong Country report for those not within the Top 75.
However if you would like to have a company report in the future, we are happy to include you in our annual research program (for a small token fee) and customise an employer branding report specifically for your organisation.
This in-depth research will include an analysis of your employer brand and how you rank in terms of key attractiveness factors amongst your key competitors. The report also offers unique insights on candidates' motivations and work preferences, as well as practical advice on how you can improve your employer brand to attract and retain the best talent in the market.
If you would like to find out more, please do not hesitate to drop me a note personally at Michael Smith, regional managing director, Randstad Hong Kong, Singapore and Malaysia at Michael.email@example.com