How to attract talent in today’s and tomorrow’s working climate

01. Security above all

The era of gig jobs has passed, and the interest in constantly trying new employers is over. Instead, our times are marked by an attitude where long-term thinking and the will to “make it work” are central. Today’s Swedish workforce is clearly focused on security and on finding an employer to stay with over time. As many as 81% of young job seekers prefer a permanent position, an increase of ten percentage points since 2002, which is a big difference compared with those who entered working life twenty years ago.

The taste for an adventurous, winding career path has faded, while the appetite for security and stability has grown ever stronger.

Security is of course about more than the form of employment. It is just as much about clarity and predictability about what to expect during your time at the company, now and going forward. A working life with less uncertainty is crucial for building security, where clear structures, transparent salary development and leadership based on open communication play a decisive role.

Tips for security in the workplace:

• Communicate clearly and often. Be open about what is happening in the organisation, even when there is nothing new to say.

• Define roles and responsibilities. Unnecessary uncertainty often arises when boundaries are blurred. A clear introduction and updated role descriptions make a big difference.

• Pick up on concerns early. Build a culture where it is OK to say “I don’t understand”, “I’m not sure” or “this feels unclear”. And make sure it is taken seriously.

02. Enjoyment at work is a loyalty factor

Having fun at work may sound like a cliché, but for many it is considered a hygiene factor. When 65% of young people rank enjoyment at work as one of the most important aspects of working life, you need to think a step further. Every working day doesn’t have to be full of ice cream and balloons (although remembering a birthday goes a long way!), but fostering a human sense of meaning, variety and belonging can work wonders for motivation and loyalty.

This means that work environment and culture cannot be seen as soft issues; they are hard currency! If you really want your team to shine, relying on salary alone is not enough. In fact, the role of salary is often limited: as long as it is perceived as fair, it mainly works as a hygiene factor, something that prevents dissatisfaction but does not in itself create motivation. Motivation only really increases when people get the chance to develop, feel proud and experience trust from their manager.

So if salary is what keeps people, enjoyment at work is what makes them want to stay.

So how do you do it in practice? Here are four tips for more motivation at work:

• Invite people in. Shared Friday breakfasts, spontaneous after-work drinks or a simple Slack channel for “today’s best” do more than you think.

• Make room for initiative. Getting to start a project, give a talk or experiment with a new tool creates both motivation and ownership.

• Notice what works. A pat on the back, a message or a passing “well done” costs nothing but builds culture, especially when it becomes a habit.

• Be personal. When we get to be ourselves and meet others as themselves, trust increases. And where there is trust, we thrive.

03. Clear career paths & present leadership

Even in uncertain times, direction and goals matter. Young people want to know where they are heading and what it takes to get there. They don’t need to know the exact title or role, but they want to understand what opportunities exist.

This is a chance for employers to create both calm and drive. Whatever the forecast, security grows as people know what they can expect of their future. You can prepare for coming challenges, but also for exciting development.

Clear career paths, coaching leadership and an ongoing conversation about development are part of the modern employer value proposition. It is about feeling that you are moving, learning and making progress.

How can you do it in practice?

• Create simple “road to role” maps showing examples of internal development steps.

• Pair new employees with a mentor; it gives both security and direction.

• Work with clear goals in short cycles, for example quarterly OKRs or check-ins.

• Highlight internal career journeys in everyday communication. Inspiration is contagious.

Clarity, presence and humanity go a long way

There are no shortcuts to attracting and retaining talent. It takes an employer value proposition that is as stable as it is alive. If you stay a step ahead in offering security, enjoyment at work and good leadership, you are well equipped to attract the right skills and create a loyalty that lifts the whole team.

Want to strengthen your employer brand? Read more about how Oddwork works with employer branding, from analysis and EVP to campaigns and measurement.