The Changing Demands and Priorities of Canadian Workers

A survey by Randstad Canada has unveiled insights into the changing demands and priorities of the Canadian worker.

Some of the key findings from the study revealed:

Top Attractiveness Factors: For Canadians, Competitive Salary & Employee Benefits is the top attractiveness factor when considering an employer (26%), replacing long-term job security – showing that Canadian confidence in the strength of the job market and the marketability of their skills is once again high.

Long-term job security (15 per cent) remained important; as did a pleasant work atmosphere (11 per cent) and good work-life balance (9%).

Sectors: Job seekers and workers see the High Tech Manufacturing (44 per cent) sector as the most desirable in Canada, with respondents ranking the sector first for interesting job content, long-term job security, competitive salary & benefits, and good training.

Transport and Logistics (41 per cent), Engineering & Construction (37 per cent), Raw Materials (36 per cent) and Finance (35.8 per cent) also ranked highly amongst the most desirable sectors to work in by Canadians.

Gender: Men and women seek different things when determining what makes a workplace/organization attractive.

Women continue to prefer flexible working arrangements (14 per cent more women compared to men), convenient location (10 per cent more women) and pleasant working atmosphere (9 per cent more women); men prefer financially sound companies (21 per cent more men compared to women) with strong management (19% more men) that offer career progression opportunities (9% more men) and quality products and services (8 per cent more men) when seeking an employer.

Age: Younger Canadians (under the age of 40) mainly look for career progression opportunities (15 per cent above average) and flexible working arrangements (7 per cent) while older members of the Canadian workforce (40 and above) are more concerned with organizations that are financially healthy (19 per cent), offer competitive salary and employee benefits (17 per cent) and provide better accessibility (4%).

Education: Canadians with a higher education are more attracted to companies that are perceived to offer more interesting job content (16% above average), career progression opportunities (12%), a strong image and values (11%) and strong management (10%), whereas Canadians with college and post-secondary education look more organizations that offer good training (8% above average), long-term job security (7%) and better accessibility (6%).

“Canadian job seekers and employees have spoken, and for the second year in a row have chosen WestJet as Canada’s Most Attractive Employer,” says Jan Hein Bax, President, Randstad Canada.

As skills gaps continue to present challenges for Canadian organizations, the importance of building and maintaining a positive employer brand has never been more important, according to Bax.

“The employer brand not only allows an organization to attract the very best talent available, but also helps to retain the talent already in place,” adds Bax. “Cultivating an employer brand that makes both your current and prospective employees proud can truly be the difference that sets your company apart from your competitors.”

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