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How to become an employer of choice

Jessica Ang, Director at CareerBuilder Singapore | July 23, 2015
To be one, employers first need to look at their internal culture and style of operation.

Ask people to select Employers of Choice (EOC) and you'll hear brands like Google and Singapore Airlines (SIA). Unsurprisingly, these names seem to be recurring choices in EOC surveys released by various organisations throughout the years.

But other organisations can become EOCs in their respective industries too. In this age where technology and social norms are constantly shifting, organisations need to stay ahead and identify trends to attract their share of talent. This can be accomplished by establishing a good company brand with insights from workforce data, as well as harnessing smart marketing tactics and social media.

According to CareerBuilder Singapore's Employer of Choice Survey 2015, 86.6 percent of respondents considered career growth and training opportunities as important factors of an EOC. In addition, 82.7 percent cited a comfortable work environment and culture as a significant factor, and 81.6 percent view employee perks as important.

The road to becoming an EOC
Employers like Google and SIA didn't become popular overnight. Instead, they spent considerable amounts of resources identifying factors that attract talents and ensure staff retention. For example, SIA takes care of their engineers by plotting individual career paths, planning overseas training attachments and even offering yearly complimentary flights to their immediate family. This shows the level of commitment the organisation has for every employee.

To achieve this, employers first need to look at their internal culture and style of operation. To start, HR departments can conduct internal opinion surveys and focus group sessions. This allows the company to find out how their employees view the company's culture, and attain key insights about preferred training and staff benefits. Employers can also use these sessions to find out departmental strengths and weaknesses, and other areas of improvement.

Know the people
Once the inside of the organisation has been nurtured, employers can then focus on external branding tactics to showcase their organisation's benefits. The first channel to do this would be job portals and boards.

In the same EOC survey, CareerBuilder Singapore discovered that 64.5 percent of jobseekers actively search through job portals like for relevant openings. Employers can use this opportunity to showcase their brand by sharing company values, culture and how potential employees would benefit from joining your company in these ads.

Organisations should also maintain a social media presence. A significant portion of jobseekers (17.9 percent) use channels like Facebook and Twitter to search for or share job openings. A further 13.1 percent follow organisations online to get a sense of the work environment and read what others have to say.

These platforms are ideal for organisations to shout about their achievements and Corporate Social Responsibility (CSR) efforts. You can even showcase activities such as company outings and celebrations.


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