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Becoming an employer of choice is a competitive power move

By Jack Campbell | |5 minute read

‘Employer of choice’ is a title that has become increasingly used in workplace discussions in recent years. Those who understand and enact the strategies to become one are better equipped to offer a competitive edge.

What is an employer of choice? According to Luke Sheehy, principal of Design Confidence, it’s all about promoting a healthy culture.

“For me, being an employer of choice means creating an environment where every employee feels valued, understood, and motivated. It's about offering more than just a job; it's about providing a meaningful workspace that caters to the personal and professional needs of our employees.”


“This isn't about superficial perks; it's about ensuring that the work is challenging and fulfilling and that everyone feels they are contributing to something bigger than themselves,” explained Sheehy.

Crafting a workplace that allows employees to thrive and be their best selves is a great path towards becoming an employer of choice. It doesn’t end there though, and consistent effort is required to maintain this status.

Sheehy continued: “Ultimately, being an employer of choice means attracting individuals who are not just looking for a career but are seeking to be part of a community that grows together, challenges the status quo, and makes a meaningful impact. It's about building a workplace where the aspirations of every employee fit within the grandeur of the company's vision, ensuring mutual growth and success.”

Communication is an integral part of being an employer of choice. Leaders must keep their ears to the ground and listen to the wants and needs of staff. Furthermore, acting on feedback is crucial. Listening is one thing, enacting change based on discussions is what will provide meaningful results.

“To become an employer of choice, an organisation must commit to a culture of continuous improvement and openness. This begins with constantly evaluating not just the business's performance in the market, but also its internal environment, practices, and the overall satisfaction of its employees. An integral part of this process is actively seeking, listening to, and valuing feedback from staff across all levels,” said Sheehy.

“However, becoming an employer of choice extends beyond just gathering feedback; it requires actionable responses. This means implementing changes that address concerns, enhance the work environment, and foster personal and professional growth.”

In the modern workforce, where skilled workers are hard to come by and competitiveness is rampant, having a title like this is as important as ever.

“Being recognised as an employer of choice transcends a mere accolade; it symbolises a commitment to excellence and innovation in nurturing a workplace that not only attracts but retains top talent,” Sheehy outlined.

“In essence, being an employer of choice validates the company's values, culture, and strategic vision as it shows alignment between our employees' aspirations with our own business goals. It not only aids in attracting the best talent but also fosters a sense of pride and loyalty among our team, driving innovation and excellence in our services.”



Your organization's culture determines its personality and character. The combination of your formal and informal procedures, attitudes, and beliefs results in the experience that both your workers and consumers have. Company culture is fundamentally the way things are done at work.

Jack Campbell

Jack Campbell

Jack is the editor at HR Leader.