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Be an Attractive Employer

1. Take a good look in the mirror and undertake a review of your actual attractiveness as an employer.

  • As objectively as possible, review your organisation in terms of leadership; culture and values; organisational achievements; and working conditions offered to staff. These are acknowledged by many in the HR field as key elements being an attractive employer.
  • Ask current staff what they like about working for your organisation and what could be done to improve their experience. This could range from an informal ‘kitchen table’ discussion staff, to a formal staff satisfaction survey. Template surveys are available online, including online survey tools (see Tools and Resources below). 

2. Implement actions for any necessary improvements.

Whether you can make sweeping changes or not (and sometimes it is impossible), it is important to take any feedback for improvement on board and make an effort where effort can be made. Staff communication and engagement in the process of workplace improvement is essential and will only add to your attractiveness as an employer (to current and future staff). Strategies for improving attractiveness will vary for each organisation, however some examples related to improving leadership; culture and values; organisational achievements; and working conditions include:

Leadership Implement a program of leadership PD and support, including professional supervision
Pay careful attention to who is promoted into leadership positions
Develop a clear leadership framework and approaches for your organisation
Culture and Values Articulate the values of the organisation and the behaviors that go with them
Articulate both the current and desired organisational culture and monitor progress towards the desired state
Undertake periodic practice reflection across the organisation
Implement culture building exercises that support positive engagement across the workforce
Organisational Achievements Identify organisational excellence and achievements (eg. Length of service to the community; client satisfaction ratings)
Take up opportunities to participate in recognition and award processes (eg. Local Govt awards; training awards; business awards etc)
Working Conditions Undertake EBA processes with staff engagement as a priority
Improve the physical working environment (eg. Office clean up and/or refresh of office space)
Review and streamline administrative systems and processes
Improve reliability of IT system and hardware

3. Promote what is great about your workplace.

It’s no good being a great employer if no-one outside of your organisation knows it! Think of this as developing your ‘talent brand’ – an organisational persona that differentiates you from other employers. It is important to be honest and authentic about this though – that’s why steps 1 and 2 are so important.

  • Using the information gathered from the ‘attractiveness review’ in step 1, identify the priority elements that you want to promote to potential employees. Think about the elements that differentiate you from other employers in your region or sector. This could include those elements of leadership; culture and values; organisational achievements and working conditions that are unique to your service.
  • For each of the elements that you want to highlight to potential employees, identify and implement a promotion strategy. Each element might have a different promotion strategy, for example: 
Leadership Position your organisational leaders as thought leaders through industry/sector presentations, online blogs and participation in training delivery
Culture and Values Ensure your values are a visible part of your web site
Actively promote staff activities and events on your website and social media platforms to showcase your culture
Encourage staff to be organisational ambassadors and share with sector colleagues about the culture and values of your workplace
Organisational Achievements Publicly celebrate awards received (invite potential employees)
Ensure achievements and awards are listed on your organisational website and social media
Working Conditions Add relevant details to a “work for us” page on your website, this may include statements from current employees about ‘what it’s like to work for this organisation’
Include pictures of your team and office space

4. Review your promotion strategies and adjust if necessary.

Are your strategies working? Have you seen an increase in interest from potential employees and the quality of those candidates? Are there elements of your attractiveness as an employer that have changed? Have you got new things to promote?



Workforce Attraction Strategies Workforce Attraction Strategy 2 – Use CareCareers to Advertise


WorkAbility Queensland