Attracting staff in a new era

How can you create value for employees in New Zealand’s competitive job market? First, find out what they really want, says Kirsten Beggs.

In the current job market, those looking to change jobs can be selective about which company they want to work for. People aren’t looking for a role with 9-5 traditional work hours – they are looking for flexibility, company culture and a strong employee value proposition (EVP).  Today’s employee is looking for a company that aligns with their personal values and provides work-home life balance. But what exactly is it that makes an optimal EVP?

The start of 2023 is an interesting time for organisations looking to attract staff. 2022 saw one of the biggest wars for talent in memory, with unemployment falling to the lowest recorded level in February 2022 – meaning employees could be selective about where they worked, who they worked with and how they worked.

On the other hand, Kiwi economists are now predicting an economic downturn and rising unemployment throughout 2023 and into 2024. Stats NZ’s latest figures from the September 2022 quarter show unemployment at 3.3% (a slight increase on the previous quarter which was at 3.2%) and indications that this will increase again in the next quarter. We predict that this will have impact on people’s willingness to move jobs and face financial uncertainty. In December 2022, the ANZ-Roy Morgan confidence survey found that people’s sentiments of financial security were dramatically plunging .

So, in a shifting and evolving job market and in uncertain economic times, what will be crucial for organisations to have to continue to attract the best talent? Post-pandemic research consistently shows that employees want a job that allows them to bring their best selves to work, as well as the flexibility that gives them the best quality of life.

In October 2022, Anthem conducted a study alongside research company Talbot Mills, as part its Fair Enough? research series, that confirmed how crucial flexible and hybrid working is to potential employees when considering where to work. (Note: Flexible working is the ability to work when it works best for them, and hybrid working is the ability to work where it works best for them).

So, how do organisations capitalise on this and attract the best talent?

Anthem and Talbot Mills’ Fair Enough? study of more than 1000 New Zealanders revealed that 46% of Kiwis in paid employment consider it extremely important to have the choice to work from home when seeking a new job. In assessing what makes a good place to work, the factors people ranked highest included ensuring managers are trained to help employees get the best out of flexible working (76%); providing clear policies and procedures for effective remote working (74%); measuring the results people achieve as opposed to numbers of hours worked to assess productivity (73%); and seeking staff input into designing flexible working policies (72%).

Allowing people to work fully remotely was generally considered less meaningful, with only 51% of respondents stating this would be a swaying factor in a new role. This finding reaffirms that people still value time spent with co-workers in the office, and that employers need to strike a balance between working in the office and at home. Many organisations struggle to get the mix right – employers are trying to maintain team culture and spirit with DE&I, learning and development and cultural events, while also offering employees flexibility in how they manage their own time. It’s a huge challenge that most organisations, including Anthem, are still grappling with!

Our Fair Enough? research also found that 78% of respondents could not name any organisations they admired for their commitment to flexible and hybrid working – meaning no organisation in the New Zealand is doing a standout job of showcasing their flexible working policies. 

If anything, this excites me. While an EVP is so much more than flexible and hybrid working, they are a huge part of what employees are looking for now. There is an enormous opportunity for organisations to create a truly enticing and attention-grabbing EVP that includes clear, simple guidelines around flexible and hybrid working. It’s a chance to have honest conversations around what’s important for current and future employees and to figure out what is crucial to operate successfully. With no organisation (and no employee) being the same, there isn’t a one-size-fits-all answer!

I watch so many organisations promote their EVPs through their websites, job advertisements and recruitment processes, that it’s become harder to differentiate as they compete to provide the best offer in the market. As we look at what organisations can provide employees, it’s important to remember that company culture and values are still as critical as ever. We need to be careful that we don’t get caught up in the competition of who has the best EVP to the detriment of everything else our organisation values.

As we welcome in 2023, we know that flexible and hybrid working policies aren’t just ‘nice-to-haves’ – they are now essential. Organisations need to focus on redefining policies to align them with values, maintaining a viable business, and creating a culture of supporting, caring, and valuing employees. It isn’t an easy task, and no-one has the right answer – all we can do is listen to our employees and trust our instincts to do what is right by all stakeholders.

Kirsten Beggs (pictured) is Head of People at Anthem, a leading strategic communications agency. Kirsten brings a wealth of experience in the Learning and Development, HR, Diversity and Inclusion, and People and Culture arenas, having previously spent time at nib, Apple, and as an educator. She is passionate about developing and working with people so that they bring their best selves to work.