3 proven ways to make your company more attractive.

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Do you really know what today’s workforce is looking for in a company? We do. The 2014 Randstad Employer Branding Study reveals the top traits that are most attractive to potential employees. 

Over 11,000 potential employees were surveyed aged between 18 and 65 and asked a series of questions regarding their perception of America’s largest employers, as well as key factors that drive employment decisions. In addition, respondents were also asked to rate what they thought were the most important "personality traits" of a company. 

Here's what they said: 


We all know that employees look for a competitive salary and benefits package, but from a personality standpoint, what other things do potential employees seek? Honesty. In fact, 78% of respondents viewed a company's ability to be honest as a key employer personality trait. Honesty is the best policy. 


Also in the top 5 is the perception that an employer is reliable. 

  • 71% of respondents rated a company's reliability as a key trait they look for when choosing an employer. 
  • Women look more for reliability and honesty in employers, while men point more at traits related to status and excitement.


When you think job security, you think long term employment, and you're right - especially among employees who are over the age of 35. However, 62% of respondents still rated job security as one of the most important personality traits they look for in a potential employer. This speaks volumes on how generational perspectives affect your company's attractiveness. 

“This is the first time the Randstad Employer Branding Study has measured personality traits important to prospective employees, and it’s extremely valuable for employers to know honesty holds such high importance,” said Jim Link, Chief Human Resources Officer, Randstad North America. “Leading organizations understand a strong employer brand creates an important advantage for attracting today’s best talent, so identification of the top attributes wanted in a company allows leaders to refine their brand strategy.” 

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