The World’s Most Magnetic Employers (And How They Attract Talent)
Change is in the air. Nearly every company on the globe is being forced to go through a massive transformation as the adoption of technology drives a demand for tech skills. Many companies have turned to creative employer branding campaigns to rebrand themselves as modern organizations. Other corporations, AT&T for example, are building training programs for employees to learn new skills that support the future roadmap. As these dramatic changes continue to occur, the need to lure and subsequently keep the best talent at your organization is more crucial than ever.
Fortune recently conducted a survey of the Fortune 500 on the forecast for change in the workplace, and the results were staggering. 97% of CEOs expect to see more changes in the next five years than they went through in the last five years. Although it’s been said countless times before, I think it’s worth repeating—talent is the most valuable asset a company has. As we watch companies big and small make the transition from technology-minded to technology-first, being a talent magnet will be what separates the more successful companies from the pack.
LinkedIn recently published their first Top Attractors List, which is based entirely on actions of LinkedIn’s network of more than 433 million members. They came up with a blended score that they used to rank the winners based on geography. The methodology for scoring is based on the following categories:
- Job applications: Measured both views and completed applications on LinkedIn job postings
- Engagement: Factored in how many non-employees attempt to view and connect with company’s employees, views on company’s career page, reach and engagement of content, growth in followers over the last year, and several other metrics
- New Hire Staying Power: On average, after a new employee joins the company, how long do they actually stick around?
LinkedIn researchers came up the top 40 companies (globally, and broken down by region) that are the absolute best at attracting and retaining talent. We’ll take a look at 5 of the top 10 winners and determine how they’ve maintained their status as a talent magnet—and how your talent acquisition team can model its strategy after theirs.
We’re all familiar with this consumer electronics giant that hires only the best and brightest tech employees on the planet. And sure, the transformative technology that Apple continues to create each year is a strong driver of the magnetic pull for incredibly qualified applicants, but something that really stands out among Apple’s recruiting strategy is their firm commitment to diversity hiring. Within the last year, they’ve hired more diverse candidates than any other year, and devoted an entire landing page on their website to show their progress toward creating a “truly inclusive Apple.” The idea of building category-specific landing pages is something we’ve discussed before, and can make a significant impact on your career site SEO ranking.
Facebook is the social media icon that feels a constant pressure to hire the most cutting-edge engineers for its ever-expanding brand. Although the product is one of a kind, there are certainly a number of other universal Internet brands that are competing for the same pool of talented engineers. Facebook maintains its status as a top attractor by providing a competitive advantage in their workplace. They give employees the opportunity to work on creative projects, while offering unbelievable benefits like 4 month paid parental leave. All of these perks are backed up by the strength of the business and consistent year-over-year growth. Facebook has created an employer brand that leverages it’s company brand—innovative, fun, and connected. A more reachable goal for eager talent acquisition teams is to work toward creating an employer brand that aligns with your marketing and product.
Johnson & Johnson
After taking a glimpse into Johnson &Johnson’s workplace, it almost looks too good to be true. The talent acquisition team has created such a positive work environment that J&J’s own employees are promoting their affinity to the company through their personal networks. This type of employee pride and engagement is a direct result of J&J creating an employer brand, and then living by that brand. They offer 8 weeks of paid paternal leave, adoption, fertility, and surrogacy benefits and many other health related perks, which is a true testament to the company’s values described in their credo.
Initial thoughts on how Google attracts and retains its expert talent? Well, of course it must be the insane perks that come along with being a Google employee—endless amounts of gourmet (free!) food, on-site massages, and A-list speakers, just to name a few. Sure, those offerings don’t hurt, but the really interesting HR strategy comes from the obsession with employee happiness, and constant efforts to measure and build the perfect teams. Google’s unique strategy also doesn’t allow managers to make hiring decisions, which removes the bias from the recruiting process (more on that here).
Amazon as a company, is well, everything. And what comes with that broad description is a broad set of employee personas to recruit for. It doesn’t help that Amazon has recently gotten some flack in the press for being a negative place to work, however, LinkedIn’s research shows that report didn’t hurt submitted applications—they’ve actually increased 25% since last year. Amazon continues to attract high caliber employees by offering impressive salaries and career advancement programs like the Amazon Career Choice Program, which pays tuition for training on in-demand fields of work—like nursing and airplane mechanics. This type of recruiting and retention strategy is particularly enticing for younger generations like millennials that value career advancement opportunities.
These five powerhouse companies have discovered unique and effective ways to attract and keep the world’s best talent. The result of this recruiting success can be seen in the overwhelming amount of growth and profit these companies claim. Companies that can snag the best employees, and keep those employees around for a significant tenure are destined to find more success in their business. Are your employer branding and retention strategies comparable?
The largest working population is now comprised of millennials. Check out our latest guide: 5 Quick Tips for Hiring Millennials for everything you need to know about attracting and recruiting this generation: