When it comes to the hiring process, job applicants aren't the only ones who need to put their best foot forward. Competition for top talent can be fierce, so hiring organizations must make a compelling case for why candidates should choose them over rival companies. Some organizations try to differentiate themselves by pursuing a "best place to work" or "employer of choice" designation. But are these awards meaningful to job seekers?
The short answer, according to Gallup research, is yes. Eight in 10 U.S. adults who are open to a new job or who are actively seeking a job say that they are at least somewhat more likely to apply at an organization that has recently won a great workplace award.
Winning such an award enhances a company's employee value proposition (EVP). It sends a message to potential employees about what it is like to work at the organization. By actively promoting the workplace award, companies offer job candidates the promise of a differentiated employment experience.
But what specific kind of employment experience are they offering? Organizations thinking about pursuing a workplace award should consider what that particular designation says about their company, and how they can best communicate that message to prospective employees. There are several workplace awards and designations companies can go after, so they should carefully select the one that best meets their business goals and reflects the values of their organizational culture.
After winning an award, organizations must embed this message in their EVP in a consistent and compelling way, signaling to prospective hires what kind of employees thrive and prosper there. By getting the message right, organizations can dramatically augment their recruiting efforts and hire the best talent to accomplish their strategic business objectives.
There are many ways to communicate the EVP message beyond traditional media outlets. Organizations can advertise in print as well as online publications that cover their target audience. They can get the word out on the company social media pages on Twitter, Facebook and LinkedIn. They can also spread the message on their organization's website, particularly on their career page and in their job descriptions.
Once the EVP message is crafted and communicated, companies must ensure every aspect of the organizational culture aligns with it. Hiring managers should reinforce the EVP with prospective employees.
For example, Gallup presents the Gallup Great Workplace Award (GGWA) to an elite group of companies each year. Touting an award like the GGWA can help companies attract employees who are passionate, innovative and entrepreneurial -- whose involvement in and commitment to their work helps fuel business growth.
Applying for workplace awards might seem cumbersome and time-consuming, but Gallup's research shows it can give employers a much-needed edge in the competition to land top talent. It's important to be strategic about pursuing awards that will differentiate a company in the eyes of the candidates it most wants to recruit. After all, the best way to grow an organization is to attract and hire employees who are the right fit for the company.
Survey Methods
Results are based on a Gallup Panel Web study completed by 13,510 national adults, aged 18 and older, conducted May 26-June 18, 2015. A sub-sample of 5,011 respondents who are open to a new job or who are actively seeking a job were selected for this research study. The Gallup Panel is a probability-based panel of U.S. adults who Gallup selects using random-digit-dial phone interviews that cover landline and cellphones. Gallup also uses address-based sampling methods to recruit Panel members. The Gallup Panel is not an opt-in panel, and panel members do not receive incentives for participating. For results based on this sample, one can say that the maximum margin of sampling error is ±2 percentage point, at the 95% confidence level. Margins of error are higher for subsamples. In addition to sampling error, question wording and practical difficulties in conducting surveys can introduce error or bias into the findings of public opinion polls.
Learn more about how the Gallup Panel works.
