Survey suggests companies should examine how they're perceived as employers

Salary and benefits rank as the biggest draw for both male and female jobseekers. When it comes to defining other elements of employer attractiveness, however, significant gender differences exist, according to a recent employer branding survey.

HR services firm Randstad surveyed 7,000 people nationwide with a variety of backgrounds and occupations to determine the factors that go into employer attractiveness.

Key Findings

  • Women want a prime location. Nearly half (44%) of female respondents chose that as an important employer attribute compared to 35% of men.
  • Men want career progression: opportunities and financially healthy companies. When choosing to work for an employer, 42% of men look for opportunities to advance versus 36% of women. Additionally, the financial health of a company is very important to male respondents (36% of men versus 28% of women).
  • Work/life balance continues to be a top concern for women. Nearly one in three (37%) women respondents chose workplace flexibility as an important employer attribute, compared to just 26% of men.

"How a company is perceived as an employer impacts what types of candidates it will attract," says Lisa Crawford, senior vice president, Randstad U.S. "As our research reveals, companies may need to focus on key elements, such as building culture and adopting more flexible work policies, to appeal to different demographics. If companies are to retain and attract the best talent, they first need to assess what their brand really means, determine what keeps their talent coming through their doors, and how to attract the next wave of workers who may have different expectations than what their company currently offers.

"With women making up half the workforce, [businesses] should also consider the unique things that women value when choosing an employer. Investing in building a strong employer brand will pay off in a stable workforce, a better match of talent within your organization, and increased engagement and productivity."