World Monitor Magazine WM_Energy_ 2019_web | Page 46

EXPERT OPINION
Attractive employer.
Objective assessment
“We choose, we are chosen. How often this does not coincide...”
the words of a famous song as applied to the business life of the
‘employer-employee’ pair may acquire unexpected meaning.
Valeria Petrunina (Director of ANCOR Central Asia) in an exclusive
interview for World Monitor answers questions about how employer
attractiveness is measured and what ratings can be trusted.
Valeria Petrunina,
Director,
ANCOR Central Asia
Valeria, in your opinion, why is so
much attention paid to a strong
employer brand? Is it not enough for
a company to make a quality product
that determines its popularity?
Employers need to pay serious
attention to the development of their
attractiveness to employees, of course,
is not an accidental phenomenon in the
modern world. This is due to the growing
shortage of specialists in virtually all
sectors of the economy, rooted in the
problems of demography and social
development of society. Firstly, there
are simply not enough people of working
age. Secondly, an ever smaller number
of them are becoming professionals.
And thirdly, even fewer generally want
to work. Here is such a simple scheme.
It is logical that employers are not
just trying to make working conditions
attractive for the right specialists but
are also willing to invest time and money
in undecided students for years only to
attract them to the company. How to
keep them in the company is another,
no less exciting story.
A consumer brand tied to a company's
product is often better known on
the market than a good employer’s
reputation. And one practically does not
depend on the other.
world monitor
What makes a company a good
employer? How do you measure
the level of its attractiveness for
employees?
A number of factors can become decisive
for each specific specialist, but there are
unifying criteria that can measure the
‘average temperature in a hospital’. In
world practice, many methods are used
to study employee loyalty to employers,
but the basic thing is a survey based on
other surveys.
For example, at the global level, the
Randstad Employer Brand Research
(REBR) study, organized by the
international
staffing
corporation
Randstad, is widely known. It has been
held for 19 years in more than 30
countries around the world – from the
USA to Australia. In each country, the
most attractive employers are identified
on the basis of surveying a massive
sample of the working-age population
and then formed by taking into account
socio-demographic
affiliation
and
behavioral characteristics of different
population groups.
Among other things, the recognition of
the largest companies in each sector
of the economy is analyzed and the
level of loyalty to them is measured.