22 January 2015

What Top Talent Wants And Why Your Brand Needs To Provide It



56 Degrees


Talent management


Offering an ‘competitive’ salary is no longer enough to attracting top talent. Here’s what top talent wants and why your brand needs to provide it.
Brands must prove that they can provide the environment and have the values that applicants are looking for. If business leaders wish to employ and retain the best people then they’ll need to add value to their employment proposition.

To be treated as a person, not a resource

what-top-talent-wantsEmployers need to stop seeing their employees as a resource. Each person that’s on the payroll has their own contacts, skills and potential to be a brand advocate.
Treating your workforce as anything other than the beating heart of your brand is a huge mistake and will cost your brand, not only in revenue, but also in reputation, influence and your ability to attract talent in the future.

With resources such as Glassdoor, companies can no longer ignore their employer brand. The ability to anonymously review an employer is an attractive prospect and one which will be utilised more by aggrieved employees than happy ones.

Role ‘purpose’

People need a reason other than a flat wage in order to justify spending all day in the office. Talent attraction now involves marketing your brand values and why future applicants would want to work for a company.

Businesses are allowing an ever-increasing level of transparency in their marketing for not only sales, but also talent. By providing an insight into the day to day lives of employees, a company can attract applicants who match their values and culture. This type of alignment should mean that turnover is reduced, avoiding costly recruitment spend, and employees are happier in what they’re doing and, importantly, WHY they’re doing it.


There’s no such thing as a work/life balance, work is part of life. Having said that, people now require greater flexibility in the hours they work and where they undertake that work.
Telecommuting and flexible working hours are no longer a benefit that only a few businesses offer, they are an expected standard required by applicants.

telecommuteWith the advent of SaaS-delivered solutions and high speed internet, there’s no reason why the office is an environment employees must attend in order to be productive.
There is even research to suggest that employees are more productive when allowed to work from home.

Telecommuting also reduces the issues such as presenteeism and the spread of viruses in the office. This in turn reduces absence costs and improves morale and the overall health and wellbeing of the workforce.

By removing the geographical constraints that on-premise software has traditionally imposed on businesses, recruiters can expand their talent pool considerably.

As well as the talent attraction benefits, having a more flexible approach to the working day ensures that employees remain happy, less stressed and potentially better off financially. To take one example, no commute to work saves time, money and avoids the associated stresses.
Happier employees will mean reduced turnover, improve productivity and engagement.


Every leader knows that simply saying ‘thank you’ goes a long way and costs nothing. What many don’t realise is that unless you’re sincere in your thanks and praise then it’s a pointless exercise.
No one likes being patronised or receiving insincere gratitude, not least top talent that chose your brand to work for. If a ‘thank you’ is needed, then it’s fair to say that the sincerity is also required.
Being sincere also applies to the brand values and what the company stands for. Everyone within the business should be sincere in their belief of what the brand stands for.

Leaders not managers

Managers will refer to their departments and teams as subordinates (noun: a person under the authority or control of another within an organisation).
Leaders (noun: a person who guides or inspires others) will naturally adopt people that ‘follow’ them because they trust and believe in what that person is trying to achieve.


Leaders naturally consider the wellbeing of others a priority, whereas someone who simply ‘manages’ will want to achieve their business objectives and/or goals. In order to get the most form people it’s important to know what drives them, what their strengths are and what their personal goals are.
Once you have this information that you can lead using a strategy and style that benefits both the business and the individual team member alike.


BYOD (bring your own device) has changed the way people work in many industries, when implemented correctly BYOD improves productivity and reduces costs associated to training and software maintenance.
The ability to use a device you’re familiar with, and can use both at home and in the office, improves productivity and employee adoption of new tools and solutions.

Striving to improve processes, services and products is what keeps business alive and inspires people to push boundaries.
Innovative businesses attract forward-thinking talent who relish the chance to use their creativity to progress a brand foward and set it apart from the competition.