As Cam­paign launches its Best Places to Work sur­vey, Suzy Bash­ford re­veals what it takes – be­sides a pile of cash, juicy job ti­tle and mer­ci­ful boss, of course – to at­tract and re­tain tal­ented peo­ple in mar­coms to­day

Campaign UK - - PROMOTION -

Once upon a time, an in-house bar, ping­pong ta­ble and lunchtime yoga classes were enough to make a mar­coms com­pany seem like a de­sir­able place to work. Those days are long gone and, if these are still the linch­pins of your peo­ple strat­egy, then you will in­evitably lose the war for tal­ent cur­rently en­gulf­ing the in­dus­try.

As He­len Wright, head of mar­coms at re­search con­sul­tancy Great Place to Work, says, the ma­jor shift has been from a fo­cus on “tan­gi­bles”, such as pay and ben­e­fits, to “in­tan­gi­bles”, such as cul­ture and lead­er­ship. “Cre­at­ing a great work­place for em­ploy­ees is no longer seen as a ‘nice to have’,” she adds. “It is in­creas­ingly recog­nised that it is the only eth­i­cal and hon­est way to do busi­ness and a way that will drive pro­duc­tiv­ity, per­for­mance and profit. More and more or­gan­i­sa­tions are recog­nis­ing that it makes sound busi­ness sense to in­vest in the work­force and work­place.”

Sean Barry, HR leader at John­son & John­son Con­sumer UK, hits the nail on the head when he says that top mar­ket­ing tal­ent to­day is look­ing for “so much more than a job”. As Cam­paign launches its Best Places to Work sur­vey (see box), we con­sider the top ten fac­tors that make for a great place to work to­day.

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