If I have heard it once, I have heard it a million times: “We are a good employer because of (insert reason here)”. “Insert reason here” ends up a generic, yet positive reason to why you, as an applicant, should be baited to pursue a career with the Company.
What most employers fail to consider is what should be your unique selling propositions as an employer and what sets you apart from other organizations. Employers need to rethink the selling points that market you as an ‘employer of choice’. If your best tag line features include things you should naturally be doing, a rewrite is in order:
“We provide base salary and benefits” – Great…and you should.
“We are an equal opportunity employer” – You are supposed to be!
“We offer a comfortable working environment” – Opposed to?
These types of postulates remind me of banter with mates who want undeserved points for paying their bills on time, taking care of their kids and being a courteous driver. All fantastic qualities affording you the right to claim you are a decent human being, but nothing that sets you apart from what you should be doing.
Employers want to believe that their offerings are original and different, when in fact there is little that is separating them from other organizations. Consider identifying benefits that are outside of the norm. Do you offer tuition reimbursements and professional development? Do you offer flexible hours for those who have varying commitments supporting a healthy work/life balance? Do you promote strong workplace values such as public image and ethics?
Employers need to discontinue marketing themselves with reasons that should be expectations of employees and not as perks. Less credit needs to be taken for the things that employers should be doing naturally, and more for truly enhancing an employee’s experience with an organization.