Lack of growth opportunity and progression is one of the top reasons employees leave employers, according to Randstad's global Employer Brand Research Report. About 73 percent of workers say career growth is an important factor in choosing and staying with an employer, which is up marginally compared to a year ago.
With career development such a key element in talent retention, organizations need to have a purpose-defined strategy that drives it forward. Beyond talent retention though, there are other reasons why it’s important to promote career development opportunities.
fuel future recruitment opportunities
With lack of career progression one of the top drivers for job switching, make sure you communicate to candidates the career opportunities available to them. This could be a key differentiator in the offer your company has vs. a competing offer.
Forward-thinking people want to progress – so the best talent prefers to work for employers that offer it. By touting the quality of career progression opportunities, demonstrating the company’s commitment to acting upon them, and ensuring the visibility of these efforts externally, organizations can fuel their pipeline of future recruits.
improve brand reputation
Having a clear passion for employee development and progression unlocks enormous promotional opportunities. Organizations that have a good reputation for people management and development are successful. Consumers and other businesses admire those organizations.
employee advocacy and ambassadors
People who are proud of their employer share those experiences online and offline. If employees are positive about the brand on social media, and with friends and family, an organization stands to gain excellent PR.
emphasize commitment to employee development
It’s important to note that excellent PR doesn’t just create opportunities and engagement, but it also helps solidify existing employees’ faith in the organization’s commitment to their development and progression.
There are multiple tactics that can be used to promote the hardest offer to refuse – unmatched career growth. Here are a few you can try today:
1. engage on social media
Social media offers a plethora of opportunities to engage with employees. This differs from engaging with employees and promoting how you support and drive employee development. It combines the two.
LinkedIn has added a feature where you can directly engage with employee posts from the company page. You can repost employee job updates, promotions, and certificates of learning and development, with comments from the company perspective encouraging employees. You can also use this function to comment on and react to employee posts.
Additionally, LinkedIn has added a paid function where you can boost employee posts to a wider audience of non-followers. There are two huge positives to this. First, you can reach a wider audience of targeted individuals – potential future hires – and promote your commitment to employee development and progression. Second, you can show current employees their progression is a key driver in the organization’s success – by helping them elevate their personal profile and endorsing their contribution to the company.
2. level up your website
The company website is one of the first places prospects will look. They’ll be checking for details around employment, deciphering whether it’s a people-first workplace. To attract top talent, there are a few best practices an organization must deploy. It's absolutely essential to create a compelling and transparent representation of the initiatives and opportunities available – but ensure this is completely accurate.
dedicated career development section
Many employers have a page about their employees and another page about career opportunities outlining the openings, but today’s top talent wants to know more. How will their initial role develop? What opportunity is there for lateral progression, secondment, or cross-functional collaboration?
By creating a dedicated section on the website, or sub-section of the careers page that highlights the commitment to employee growth and advancement, potential talent can see the opportunities for themselves. This should span career development programs, training, resources and mentorship opportunities, and anything else that supports career growth. Including details about specific workshops and initiatives that have occurred shows authenticity and credibility.
employee success stories
Another important tool to use is employee testimonials and success stories. Sharing the journey of current employees within the organization, mapping their progression from initial role to current position, serves as an example of what’s possible.
This content can include video interviews, written narratives, or even simply a quote with a graphic. It’s good to illustrate the challenges they overcame, and the steps taken to get to where they are today. About 65 percent of employees in PwC’s 2022 global survey of 52,000 individuals said they have conversations about progression frequently or sometimes. These conversations are difficult, but they are happening. Give prospective talent real examples of how the organization has invested in its workforce, and be lucid.
crystal clear career paths
Outlining the career paths for each vacancy can show prospective talent a few things: you’re already thinking about their development, the steps they need to take to get to their ideal role, that it’s already mapped out to give them a sense of belonging, and you’re a proactive workplace.
Outline the various growth opportunities available within the company with a visual representation of career trajectory as LinkedIn has on individuals’ profiles to show progression from role to role within the same organization.
Highlight the skills, qualifications, and experience required for each stage of advancement. This level of communication reassures prospective talent their hard work and dedication will be rewarded with genuine opportunities for career growth. It also helps align employees' aspirations with the company's goals, creating a sense of purpose and direction.
educational and upskilling resources
Showcase the range of learning and development resources offered by the company. This should include access to online courses or eLearning sites, internal or third-party expert workshops that occur periodically, team webinars, events and conferences that are attended, and even any available tuition assistance programs like degree apprenticeships.
By articulating how employees can access these resources and how they align with the company's goals for skill development and career progression, potential talent is reassured the employer is being truthful.
leadership development programs
Today’s top talent will be looking for the most efficient path to the top. Employers must include, within the advancement maps, the end goal. The very best talent will look toward the maximum progression – leadership opportunities, and team management. Any available leadership development programs or initiatives designed to prepare employees for leadership roles should be highlighted. These programs demonstrate the company's focus on nurturing talent from within and cultivating future leaders. Including details about leadership training, mentoring opportunities with senior executives, and any special projects or assignments that offer exposure to leadership responsibilities, makes this commitment more authentic.
These practical examples of progression and employee support will not only attract top talent but also foster a sense of pride and loyalty among current employees. With career growth such a vital driver for the talent market of today, employers must get better at communicating the opportunities they offer. It’s incredibly powerful and compelling. If you’re looking to attract the best talent of today, get career growth transparent. It’s an offer that’s very hard to refuse.
Get in touch with us today to learn more about retaining your talent.