It is difficult to pinpoint an exact definition of ‘employer of choice’ as the components of what makes a workplace appealing are changing rapidly. However there is a common theme among the myriad interpretations – it represents the development of human capital.
As Rupert Murdoch pointed out in one of his Boyer lectures early in 2009, “You won’t find this capital listed on a corporate balance sheet. But it is the most valuable asset a company has. If you talk to any chief executive about his number one challenge today, he will probably not say technology. It’s far more likely he will say his top challenge is attracting and retaining talented people.”
He said, “Back in 1992, Bill Gates talked about this in an interview with Forbes magazine. Here’s how he put it: ‘take our 20 best people away, and I tell you that Microsoft would become an unimportant company’.”
To develop people and create an exciting, challenging work environment may involve family friendly work policies, employment awards, community practice, staff retention programs, career development opportunities and corporate social responsibility – all of which ultimately impact the organisation’s reputation.
When Glen Eira City Council won the 2008 Employer of Choice Award (public sector), it was testament to the efforts of the managers and team leaders and all the employees who support the many programs and practices that are in place.
So why is Council an employer of choice?
According to Chief Executive Officer Andrew Newton it takes a lot of effort to make it seem easy, “It sounds simple – Council has created a great environment to work – but there is a lot of dedication and teamwork behind the results!
“We have so many positive programs on the go, it is genuinely a fantastic workplace. Council provides terrific training opportunities, job secondments, flexible work arrangements, accelerated advancement programs and a lot of social activities for staff.
“We were announced as a national finalist in the 2007 awards so we knew we were on the right track with our HR practices. The award essentially recognises that Council’s approach to its people works across all levels of the organisation – from the long term strategies and policies to the day to day operational functions.
“The HR strategy aims to assist Council in achieving a more flexible, affordable and sustainable workforce. The relationship between HR and the whole organisation is critical and, because this is acknowledged and appreciated, the HR team is supported in developing key programs throughout the organisation.”
Following consultation with all staff, Council recently expanded its core values to include a new one, respect.
“The five core values articulate what people expect and show how we can all contribute to the organisation,” Andrew Newton said. “The behaviour that arises from those values (customer service, initiative, respect, teamwork and leadership) permeates our culture and underpins everything we do.”
The values also form the basis for how Council measures the success of employees. Glen Eira City Council is justifiably proud of its low staff turnover (8.94 per cent compared with the public sector average of 14 per cent). The average length of service is 6.23 years, ranging up to 38 years of service.
Employee engagement is continually measured via employee surveys, however Council acknowledges that the best results are achieved through consultation and participation of staff.
“Our culture is focused on teamwork, caring for the community and respecting others,” said Manager Human Resources Betsie Young. “We have strong role models as well as an emphasis on learning and development – the corporate training program is keenly supported by management.”
The leadership extends throughout the organisation with senior managers named as finalists each year of the SACS Awards for Leadership in Local Government at the executive level. Glen Eira City Council is the only council with this honour since the awards inception.
How do you define the value proposition of an employer
of choice?
The process of articulating Council’s Employer Value Proposition (EVP) involved all the staff saying what they valued. The answer was clear and consistent. The result is an EVP that is promoted during recruitment, induction and employment policies and practices – ‘Careers that work for you – friendly, rewarding, diverse’.
“We have employees aged from 17 to 81 years and we offer them health information and fitness activities that reach across all locations and shifts,” Betsie Young said.
“Charitable events such as Shave for a Good Cause, the Pink Ribbon Foundation Morning Tea and Bushfire Appeal events have helped us raise many thousands of dollars for charity. Not to mention the active social club that runs numerous events.
“Glen Eira City Council is passionate about making each employee’s work experience friendly, rewarding and diverse.”
