What do employees really value from their employer?

Many organisations  include the phrase “Employer of Choice” in their goals and objectives – but what does this actually mean?  And does it mean anything measurable to potential employees? For some people convenience is paramount, for others pay and conditions seem to be very high on the list.

Maslow’s famous Hierarchy of Needs is usually depicted as a pyramid diagram of stepped succession with the pinnacle being self-actualisation. However the workforce is constantly changing and some previous beliefs may now need to be re-visited.  We believe its time to consign the phrase “Employer of Choice” to the dustbin of management marketing speak along with Step-Change and Shake-Up.