Randstad Canada News Room

Survey Says: Men and Women Want Different Things From an Employer

Posted by Dayana Fraser on Thu, Dec 01, 2011 @ 08:00 AM

TORONTO, December 1, 2011 – What are Canadian men and women looking for in a prospective employer? Based on the results of a recent independent survey of 7,000 Canadians conducted by ICMA International and sponsored by Randstad Canada, the country’s leader for staffing, recruitment and HR services, while personal satisfaction and financial stability are equally important to both men and women, they each seek different criteria when determining what makes an organization attractive.

The survey was conducted as part of the Randstad Award program, aimed at identifying the most attractive employers from the 150 largest companies in the country. According to those surveyed, men seek companies that offer innovation (104% more important vs. women), strong management (22% more important), and a strong image (57% more important). Women seek companies that offer a pleasant working atmosphere (28% more important vs. men), convenient location (39% more important), work-life balance (24% more important).

Randstad Canada President Jan Hein Bax says these results clearly show how diversified today’s workforce is. “Men and women may have expressed differing needs and expectations, but they are both looking for an employer that will help them grow on both a personal and a professionnal level,” he says. 

Bax emphasizes that as the talent pool gets tighter and competition between companies becomes fiercer, organizations need to clearly understand just what it is that drives both potential and existing employees, from both genders. “They will need to not only recognize these differences, but also embrace and leverage them in order to create a positive workplace culture that encourages everyone to fulfill their true potential, as attracting and retaining engaged and motivated employees is key to achieving business success, says Bax.

According to Bax, organizations with successful recruitment strategies are adept at communicating, both internally and externally, a clear and compelling employer brand that speaks to the values of the talent they are looking for. Bax says, “Organizations can’t change their employer brands overnight, but those that recognize the factors that are attracting top talent – both male and female – and can incorporate them into their employer brands, will have an increased advantage when it comes to attracting and retaining the best employees.”


About the Randstad Award: The Randstad Award survey is based on the perceived attractiveness of companies in a specific market. 150 companies per country are selected, each with at least 1,000 employees. The number of respondents on average per market is 7,000. 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. For more information visit randstadaward.ca

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

Randstad Canada anticipates tremendous growth in 2011 and is seeking top talent to fill positions in nearly every area of the business. Visit http://www.randstad.ca/about/internal_careers.aspx for internal job openings and to learn more about why Randstad is one of the best places to work.


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