NFPs Must Market Themselves Better: Dream Employers Survey

Not for Profit organisations need to forge stronger links between HR and marketing to become more people’s dream employers, according to Insync Surveys CEO James Garriock. 

Image: Insync Surveys CEO James Garriock.

The Insync Surveys and RedBalloon 2011 Dream Employers Survey released this week attracted more than 7000 responses from workers in Australia and New Zealand.

While NFP organisations didn’t make into the top 20 wish list, those receiving nominations included Red Cross, World Vision, Greenpeace, Oxfam, Amnesty International, Mission Australia and the Cancer Council.

Garriock says these groups featured because they are big names. He says marketing is just as important for attracting potential workers as it is for raising awareness. Garriock says closer ties between marketing and HR aligns the brand as an employer and the recipient of donor funding.

According to Garriock, any organisation can do something to increase its talent pool of applicants by managing perceptions. Not for Profits need to understand who they want to employ, where they are and what drives them and target them accordingly.

He says employees want to know their work is meaningful and connected to the organisation’s goals. It is strong communication that creates this link, as people feel respected and empowered if they’re informed about things that matter to them.

He says it is the day-to-day working environment that really effects engagement and morale, and this is clearly displayed by these three key areas for improvement.

Employees should be the biggest advocates for an organisation, helping win new customers and attract new talent, but Garriock says most employers waste this opportunity. He says if organisations could harness the word-of-mouth power of passionately engaged employees, the bottom line impact would be potent.

The survey shows working in the Not for Profit sector appeals more to women with 65% expressing a preference compared with only 35% of men, and they are more likely to be Baby Boomers or Generation X. Of those already working for a NFP employer, more than half plan to look for another job within the next 12 months, which is on a par with other sectors.

Garriock says the proportion of people leaving jobs has dropped since 2010, indicating a trend towards safety in the aftermath of the Global Financial Crisis.

He says more effective targeting of potential employees is necessary to highlight the benefits of working in the sector including fantastic meaningful work and flexible conditions.

The survey reveals the top three drivers to make a dream employer are pay, benefits and conditions (38 %); work-life balance (37%) and culture (36%). Brand or company reputation fell from the top spot at 41% last year down to 27% in 2011.

More people want to do something that matters with the police, Department of Defence and the United Nations nominated in the survey for the first time. Garriock says the same sense of vocation and purpose applies in the NFP sector.

Lucinda Warren, executive leader HR, Mission Australia says while the work is just as hard (often more so) and the pay more modest, employees in NFP organisations see at close range the purpose for their organisation. Employees see the difference they make to disadvantaged people every day and as a result the links between Head – needing to be at the top of your professional game, and Heart – knowing your efforts do make a difference to those in need, create a tangible depth of feeling for employees.

The winning Dream Employer for the second year in a row is Google. The Virgin Group, Apple and Qantas also maintained their top five rating but self-employment beat the Virgin Group into second place.