WestJet’s First-Class Image Lands Title as Canada’s Most Attractive Employer for Third Consecutive Year
TORONTO, May 1, 2014 – The votes are in and, for third year in a row, WestJet Airlines Ltd. has been named the winner of the Randstad Award and taken the title as Canada’s Most Attractive Employer! The international airline with the well-known tagline “Owners Care” took home the esteemed Randstad Award - Canada’s only award selected by more than 8,500 workers and job seekers in search of employment opportunities. One hundred and fifty of Canada’s largest companies were ranked, and Randstad awarded the Calgary-based airline the title as a result of Canadians weighing in on the company’s pleasant work environment, interesting job content, training and strong management.
Randstad Canada, the country’s leading staffing, recruitment and HR services company is dedicated to helping companies recruit the best talent and to support Canadian workers trying to find attractive employers. With a sluggish unemployment rate of 7% in combination with Canada’s mismatch in job skills, having a distinguished employer brand has never been more crucial to attracting the right talent.
“This award is truly the people’s choice award and to take home the title as Canada’s most attractive employer for three back-to-back years means they have created a very strong image and Canadians want to be part of that distinct culture. WestJet has an outstanding appeal to the masses, mixing fun with their surprise flash mobs and interesting job content and training to help employees reach their career goals,” says Tom Turpin, President, Randstad Canada. “Having a favourable employer brand when recruiting can mean the difference between attracting the best people for the job or being overlooked – and WestJet has demonstrated they know how to get people’s attention.”
Based on the polling conducted by ICMA Group between September and December 2013, the top five companies voted the most attractive to work for in Canada are: WestJet Airlines Ltd, Bombardier Inc. IBM Canada Ltd., Canadian Solar Inc. and CAE Inc.
In Ontario, IBM Canada Ltd. was selected as the most attractive employer while Quebec chose the local company, Bombardier Inc. Within the Prairies, WestJet Airlines Ltd. topped the list and within Atlantic Canada, Canadian Solar Inc. was selected as the most attractive employer.
In addition to identifying which company Canadians would most want to work for, the survey also revealed Canadians attitudes around various aspects when it comes to determining workplace happiness and the what potential employees deem as important attributes when choosing an employer.
Most Attractive Sectors: Canadians say that the Transport & Logistics (45%) sector is the most desirable field to work in with respondents ranking the sector first in training and second in interesting job content and having a pleasant working atmosphere. High Tech Manufacturing (42%), Motor Vehicle & Parts (39%), Healthcare (39%), Raw Materials (38%) and Finance (38%) all ranked high in terms of Canadians being interested in the working in the field.
Most Attractive Factors: When choosing an employer, competitive salary & employee benefits (73%) tops the list as the most important factor for Canadian workers. Canadians also value long-term job security (56%), pleasant working atmosphere (51%), good work-life balance (43%), career progressions opportunities (37%), interesting job content (36%) and convenient location (34%) as important factors they consider when looking for a job.
Key Employer Personality Traits: As Canadians are spending more time at work, they want to see certain character traits within their employer. The number one trait Canadians expect from their employers is to be honest (65%), followed by reliable (61%), sincere (61%), secure (56%) and well-respected (45%).
Gender: When evaluating workplace happiness, men and women have their differences with what factors help to decide between one employer or industry over another. Women are more attracted to a competitive salary and employee benefits (6% more women compared to men), a pleasant atmosphere (6% more women compared to men), and flexibility (10% more women compared to men). Men are more drawn to companies with a strong financial health (8% more men compared to women) and strong management (6% more men compared to women).
Age: Both younger Canadians (under 40) and older Canadians (40 plus) rate competitive salary and employee benefits as the number one factor when considering an employer but younger Canadians (under 40) also consider positions that offer career progression (7% more than older workers) while older workers (40 plus) value companies that are financially healthy (9% more than younger workers).
Education: Canadians with a lower education (college and high school) place a higher value on job security (10% more than Canadians with higher education). They also consider having a pleasant work environment on a higher level (7% more than Canadians with higher education). Canadians with higher education (university and graduate) rank having a good work-life balance (5% higher than their lower education counterparts).
The Randstad Award study is conducted each year to both help identify the most attractive companies in Canada, and to provide important insights for employers on the trends and priorities affecting Canadian job seekers and workers.
This marks the fourth year that the Randstad Award for employer branding has been awarded in Canada, in addition to more than fifteen other countries internationally. First launched in Belgium in 2000, the Award has become a coveted industry accolade worldwide. The announcement was made last night at an exclusive gala at The Art Gallery of Ontario, where senior executives from many of Canada’s biggest companies were in attendance.
About the Randstad Award: The Randstad Award program is based on a robust research platform that gives unique insight into the key drivers of talent attraction within Canada and across the world.
Randstad has been working with globally respected research company, ICMA International, for over 10 years. In 2000, Randstad and ICMA launched the first Randstad Award program in Belgium to measure employer brands. Based on its success, Randstad had expanded the research program into 15 countries around the world. Visit http://www.randstadaward.ca
Randstad Award Methodology: The Randstad Award survey is based on the perceived attractiveness of companies in a specific market. The 150 largest employers per country are selected, each with at least 1,000 employees. The number of respondents on average per market is 8,520. This is a representative sample to measure attractiveness of the 150 companies. Samples are based on national demographics (age, region, gender, education level) with a slight emphasis on respondents aged below 40, potential workers being the target audience of the survey. Each sample is representative on age, region and gender and includes students, employed and unemployed workforce aged between 18 and 65 years old.
About Randstad Canada: Randstad Canada is the Canadian leader for staffing, recruitment and HR Services. As the only fully integrated staffing company in the country, we understand the recruitment needs and demands of employers and job seekers across all levels and industries. Through our insightful knowledge of local markets, employment trends and global network of recruitment experts, we are shaping the Canadian world of work. Visit randstad.ca