World Monitor Magazine WM_November_2019_web | Page 27

EXPERT OPINION
a combination of reasons. An analysis
of these reasons is a useful exercise
in order to develop a strategy for
retaining valuable employees, which
is exactly what is called “intangible
assets”, allowing the company to
withstand high competition in the labor
market through a strong employer
brand. Thus, managing an employer's
brand, creating and promoting a value
proposition is the very recipe for
working with and retaining staff.
What behavior in the labor market
is typical for different groups of
employees?
Creating a high-quality EVP (Employee
Value Proposition) is impossible
without understanding the preferences
of employees from various socio-
demographic groups. As an example,
61% of men are more likely to remain
in the company because of the financial
stability guarantee, 16% in comparison
with women who would terminate
their contract because of the poor
management.
As for women, individualism, good
salary and personal benefits, as well
as good relations with their supervisor
are most important.
between what is important for people
and what they see and perceive
in employers. Here is a simple life
example: for most people, a company’s
introduction of modern technologies
is at number 10 among the selection
criteria, and employers, on the contrary,
are very actively demonstrating their
innovation, identifying it as second
among attractive drivers.
Do
candidates'
expectations
coincide with the EVP (Employee
Value Proposition)? Here is another example, you may
be confident in the financial stability
of your business and for its people
all over the world, and as the study
annually shows, this criterion ranks
second place in importance. But are
you sure that anyone else knows about
your company’s financial stability? Do
you communicate enough about this
value within the company and beyond,
establishing it as a clear competitive
advantage?
It does not match unfortunately,
otherwise everything would be simple.
The study clearly identifies the gap An analysis of such gaps is the first
step in effectively attracting and
retaining talent.
Young people, 18-24 years old, value
career opportunities, while people 25-
44 years old prefer a stable position in
the company, with little staff turnover,
and baby boomers, 45-64 years old
or more, appreciate employment
guarantees and the convenient location
of a company.
Is Kazakhstan joining the Randstad
global study?
It is noteworthy that in Kazakhstan, the
Randstad Employer Brand Research
study and the rewarding of best
employers will be held in 2020 for the
first time. This is a significantly large-
scale project worth knowing about.
The subject of the study is how people
choose an employer, what criteria
are important for them, how often
they change jobs and why, as well as
what and where they learn about the
potential employer in order to decide.
Respondents also evaluate the largest
companies – how their employer brand
is perceived and what advantages
and disadvantages are noticeable or
striking.
As a result, an attractiveness rating of
the largest employers in the country
is formed. Upon completion of the
study, an award ceremony will be held,
organized by ANCOR, as a strategic
partner of Randstad in Kazakhstan.
supported by EUROBAK
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