In order to recruit talent and retain employees via its employer brand, the location of the position is the second most important element that a candidate pays attention to in a job offer*. Indeed, the The quality of life offered by a territory is a determining factor in the decision process. As a result, quality of life at work rhymes with quality of life in the region.
With more than 7 out of 10 Parisians interested in a job outside the Ile-de-France **, it is becoming essential to combine employer branding and territorial marketing. Thus, the objective is common: attractiveness! The territory thus becomes an added value for the employer brand.
But in concrete terms, what are the levers that are activated and what role does the territory play in the final decision of candidates? Even if the questions may be numerous, they fall into 11 different categories:
Some criteria seem to be more important than others in order to promote the development of newcomers in their living environment.
The dynamism of employment is the main factor mentioned. Then comes the quality of the environment (sea, mountains, parks, forests, etc.). Next come financial considerations, such as the cost of housing and the cost of living.
There is a difficult balance to be struck between these different desires. Indeed, a strong dynamism in terms of employment, combined with an attractive environment, rarely goes hand in hand with a low cost of living.
Finally, at the bottom of the ranking, we find cultural, health, education and sports offers. In the latest study provided by Hello Work **, these appear to be less important for personal development.
"How can I find accommodation near my workplace? "Where can I find childcare for our baby? "Where to go out for a drink after work? "What are the possibilities for leisure activities and cultural outings to build up our network of friends?
Here is a sample of the questions François-Xavier H. must have asked himself when he contacted the platform Tours Loire Valley by Switch Up to be accompanied in his installation by one of our Touraine ambassadors when he joined the company a few days ago Plastivaloire.
All these questions are legitimate for the candidate. The employer must not only care about them but also integrate them as an important component of the employer brand.
This is currently an argument that is rarely taken into account by companies located in medium-sized cities even though the location link can enable them to assert their identity. It can also enable them to meet the needs of candidates and employees already present.
Synergy is necessary to make the territorial offer an added value in the recruitment and retention process. It will be all the more effective if it relies on the strength of a local collective.
It is thus the whole territory encouraged by public institutions that makes it possible to make reception a strong axis of the attractiveness of the territory but also of the companies present locally!
They talk about it in the territorial magazine: LE MAG TERRITORIAL N°71 (page 12)
WITH SWITCH UP, A NEW SERVICE to facilitate the installation on the territory…
At a time when people make the difference, technical innovation is being used to serve them locally.
The triptych Companies, Territories and Inhabitants finally finds a way to work jointly and concretely to make both industrial territories and the small towns of tomorrow shine!
* According to a HelloWork study unveiled in December 2018: https://www.hellowork.com/enquete-recruteurs-candidats-2018/
https://www.hellowork.com/etude_mobilite_professionellle_regionsjob_parisjob_2020/
