Employers who can engage staff in their business goals are more likely to retain their workforce than firms which offer flexible working arrangements, according to research.
The research by recruitment agency Korn/Ferry International reveals there is a gap between what employees say they want and what motivates them to stay with a firm.
Although 86 per cent of staff rate work-life balance very important, an analysis of behavioural patterns reveals these priorities could be misleading in retaining and motivating staff. The survey shows staff identify more closely with a company
if they believe it has a viable
and well-communicated strategy for success.
Michael Bekins, chief executive of Korn/Ferry International, urges employers to create a strong, distinct employment brand.
He said, “With human capital ever-more essential to sustaining growth and creating shareholder value, company leaders need to create an employment brand that attracts the best talent, just as they create a consumer brand that builds customer loyalty.”
The report findings suggest that HR departments are failing to use the intranet to effectively create an employment brand.
HR departments view the intranet as a way to reduce costs, rather than a chance to build relationships with individual employees, says the report.
The research is based on surveys with 4,500 knowledge workers operating across sectors in the US, Europe, Asia and Israel.