Have you ever wondered what attracts job applicants to a company in the first place? Perhaps you’re ready to relay the answers – competitive salaries, benefits, flexible schedules, etc. But the reality could surprise you. According to a 2019 survey by Glassdoor, 77% of job applicants across four countries (the United Kingdom, Germany, France, and the United States) would take into account a company’s culture before sending their applications. The survey found that 79% would consider the mission and purpose of a company before applying. A company’s values and culture are even more vital amongst the Gen Z generation and the millennials.

The pandemic has increased the job applicants’ appetite for employers who’re more caring and offer a better work-life balance. At the same time, they have grown to prefer employers with a company culture and mission statement that align with their views. Though a fat pay packet was the priority for job applicants in earlier days, the pandemic has changed their relationship with work and even their priorities. As a result, organisational values have come to the forefront as the most important criteria for job seekers. A survey found that 60% of potential employees desire to know what a business stands for prior to applying for a position.

Typically, there are six core values based on which discerning job applicants evaluate their potential employers. If you can provide a stimulating work environment and show you care for your employee’s health and welfare, you could have a competitive advantage in the recruitment battle of hiring and retaining the top talent. But if you fail to act in tune with what your potential employees seek or can’t communicate effectively, you’ll risk falling behind in this battle of attracting the market’s best talent.

Since the speedy economic recovery has increased recruitment urgency, it’s time for employers to act fast. And during your recruitment drive, what you say to prospective job applicants, when you say it, and how you say it will considerably impact how successful you are in drawing in and retaining talent. If you have been relying just on offering a larger pay packet, know for sure that it won’t be enough in this post-pandemic job landscape. You’ll need to learn to communicate authentically and effectively, in addition to building a positive brand image for your business that your potential employees can believe in.

6 Core Values to Draw In Job Applicants

Job applicants use the following six workplace values to evaluate their existing and future employers. As an employer, it’s your job to do a self-assessment and find out if you’re doing enough on each of these counts. Here are some questions against each of these core values, answers to which will help you decide where you stand:

1. Care: You care for your people and those you do business with. However, is that clearly
understood by your employees and customers? Do your workplace culture and the benefits on
offer stand testimony to your support for your workforce? Do they indicate you’ll do all that it
takes to ensure you have an energetic and healthy work environment and workforce?

  1. Economic Stability: This is much more than mere salary. Is your business monetarily secure? Do you offer competitive pay? Do your benefits provide value?
  2. Interest: Is your work environment inspiring and interesting? Does it align with your pioneering work procedures and employment policies? How does your business add value to society?
  3. Development: Do you spend to help your employees’ upskill? Do you give them due recognition for their work and achievements? Do you offer adequate opportunities for career enhancement? Does your company have clear routes to promotion?
  4. Social: Does your work atmosphere encourage teamwork and camaraderie? Are there cross-departmental projects where people collaborate to brainstorm, ideate, and execute the plans? Does your company host family days and social events?
  5. Skill Application: Does your company allow employees to leverage their skills and knowledge to make contributions beyond their job description? Do you encourage and reward innovation? Are your employees encouraged to share their opinions and ideas in an open forum?

These core values are applicable across generations of potential employees, with “care” topping the chart for Gen-X, Millennials, and Gen-Z. As expected, the Boomers, who’re close to the end of their careers, are motivated by money, but for them too, care is a close second.


Final Words

The six core values indicate that employee experience, working environment, and employer engagement are decisive factors for workers of all generations in deciding if they should apply for a new position or stay where they are presently employed.

If you are an HR Director or a CEO, have you been pondering on these matters? What are you currently struggling with? Comment below so we can start a discussion.

Thank you for reading,

We offer International Headhunting Services, Recruitment, Executive Search in over 46 countries worldwide. We are eager to start helping you grow your company abroad.


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This article was written by
Arash is Director of Operations for InHunt World. His background includes business development, strategic planning and marketing, as well as experience in negotiations, funding, scaling, internationalization, headhunting and venture capital.

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