HR hears a lot of talk about the importance of building a solid employer brand in order to lure top talent, and to make the company known as much for its cool, unique culture as the products and services it provides.
There’s no doubt that establishing and maintaining a reputation as a great place to work is extremely important. And, working for an organization with a fashionable employer brand may indeed be important to some job seekers. But not nearly as important as the work they do and the people they work with, apparently.
In a Monster.com survey of more than 2,400 visitors to the site, job seekers were asked the question, “Aside from salary, benefits and location, which of the following would most likely attract you to a new job?”
The most common response, by a wide margin, was “the opportunity to work in an industry I’m passionate about,” at 61 percent, followed by “the opportunity to work with people I professionally admire,” at 17 percent. Thirteen percent cited “a lively and energetic office environment” as the biggest selling point for a potential new gig, with 6 percent and 3 percent saying the same about “the opportunity to work for an aspirational/cool brand” and “an innovative office design,” respectively.
“Job seekers are naturally most concerned about salary, benefits and convenience to their home,” said Mary Ellen Slayter, career advice expert at Monster, in a statement. “But once that’s settled, the intangibles come into play. People are craving ways to bring meaning to their work, and they want to work in an industry they feel passionate about. Employers can take an active role in supporting these positive feelings by helping people see the connection between the work they do and how it benefits others. No fancy office can replace that sense of satisfaction.”
From touting their freewheeling work environments to overhauling their “conventional” office spaces, some organizations are forever looking for new ways to present themselves as cool and progressive employers. And while there should always be room for innovation, it seems that coolness quotient still doesn’t quite trump passion for their work and respect for their peers in the eyes of most prospective employees.