Why You Need to Compete for Employees Like You Do for Customers

Employees are now consumers of the workplace. A new generation of worker expectations, greater workplace transparency and a tightening labor market have driven companies to compete for candidates just as fiercely as their products have to compete for customers.

And companies like Glassdoor make it easy to anonymously review companies and managers. That gives workers the chance to consider insider reviews about companies and job opportunities in the same way they scroll through Airbnb and Amazon reviews. LinkedIn and Indeed make regular job recommendations — even if you don’t say you’re looking — and social media offers people a platform to give their subjective views of their employer.

So, in today’s world, what happens at work does not stay at work — it ends up on the internet in real time. Smart companies recognize this fact as a rich opportunity to get their employment brand promise into the marketplace. But just as products have to meet the demands of the customer, jobs have to meet the demands of the worker.

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