How a strong company culture can drive recruitment

Organizations have long been defined by what they provide to consumers — today, they’re also evaluated based on what they do for their employees. How companies treat their employees can impact their ability to recruit new talent and broader public perception.

There are several reasons for this evolution. The pandemic accelerated remote and hybrid workforces, driving job seekers to reconsider what they value most. There’s also been a growing emphasis on caring for employees’ mental health to manage stress, anxiety, and burnout fueled by the pandemic. It’s more critical than ever, then, for employees to have the time and resources to care for their physical and mental health. Research shows that 72% and 65% of respondents now desire telework and flexwork, respectively, according to The Conference Board of Canada on behalf of TELUS Health.

Organizations that offer exceptional benefits, including professional development programs, mental health services, or wellness reimbursement, garner great publicity in the mainstream and social media. Additionally, glowing reviews on sites like Glassdoor, which give everyone a glimpse into how workplaces compensate and treat their people, can help build credibility and trust among employees and consumers alike. 

So in this competitive labour market, how can your organization stand out to recruit top talent?

A culture of wellbeing can differentiate your company.

Since the “Great Resignation” that began in early 2021, a record number of employees have been leaving their jobs in search of a better work/life balance. The Mental Health Index finds that 77% of employees would consider switching jobs to better support their health and wellbeing.

With so many employees willing to change jobs, it’s essential for employers to establish a culture of wellbeing. The programs and initiatives designed to support this wellbeing may differ between organizations, but there are fundamental pillars that will remain constant, including the flexibility to ensure an adequate work/life balance, consultation with employees about wellbeing strategies to foster a sense of ownership and personalization, and encouraging workplace socialization. Ultimately, it’s not just about creating healthy habits — it’s about maintaining and supporting them with the right benefits.

WTW’s 2022 Global Benefits Attitudes Survey reports that 34% of employees who remained with their current organization did so because of the benefits offered, and for 48% of employees, the benefits were a big factor in why they joined — a 16% jump from 2010. Another survey identifies healthcare benefits as being so important that 46% of employees said they’d prefer better benefits to a raise.

The Conference Board of Canada study supports that, too. In many cases, employee benefits are misaligned with workforce demands and expectations — there are gaps as wide as 83% between what employees want and what they get. It’s clear that the benefits package can make or break an organization in the eyes of its present and future employees.

Creating a healthier culture is the goal of TELUS Health Wellbeing. Through this workforce wellness platform, employees have a mobile app to help them track and measure their health, enabling them to design a lifestyle that maximizes their wellbeing.

Care and flexibility are critical.

What should a good benefits plan include? Health coverage consistently tops the list. Services such as healthcare, mental health support, vision, dental, and prescription drugs rank first in the Robert Half Salary Guide. 

Research done by Fractl finds that perks like flexible hours and remote work are next on the list. This makes sense, as having healthcare also means having the time to access it, as well as the ability to take time off to rest and recover. 

It’s why TELUS Health Virtual Care can be such an effective solution for organizations, employees, and job seekers looking for supportive health and wellbeing services. Not only does it offer quality, on-demand care to Canadians through telemedicine and nurse practitioners who can provide expertise and refer to specialists, but it can also extend to mental health services such as Cognitive Behavioural Therapy (CBT). This is crucial: even among employees who have access to virtual healthcare, only 45% have coverage for both physical and mental health.

Personalization and customization are in demand.

When job seekers look for flexibility, it’s not just in terms of their schedules — but also what they do with their benefits. Choice and optionality are crucial, as people want to decide which services to access based on their needs, lifestyle, and goals.

TELUS Total Mental Health delivers a holistic approach through care navigators who can assist plan members by developing personalized care plans, making appointments with specialists, and following up with the employee throughout their wellbeing journey. Care navigators can even connect employees to work/life balance resources, such as financial or legal services, to help support themselves and their families.

Health-related absenteeism costs employers almost $17 billion in revenue every year. So good benefits are a great investment and the best compensation packages are well-balanced. When you offer salary and health benefits, freedom and flexibility, and customizable choices, you’re well-positioned to attract top talent. 

The wellbeing of your workforce, supported by a strong and healthy company culture, is your best recruitment strategy. 

Learn more about how TELUS Health can help drive recruitment for your organization here.