What is East Africa's talent seeking in an employer?
Designing compelling employer value propositions, and then communicating those for recruitment or delivering them for retention, has become a critical mainstay of human capital management.
The chances are your organisation has its EVP in place, but it's worth questioning the basis for its design. Specifically, is your EVP reflective of what matters to your target talent? Is it regionally specific? And can it be clearly observed in your delivery and communications?
The table below is taken from the Careers in Africa Employer of Choice Study (based on a survey of 13,000+ respondents), specifically from the section on East Africa. It highlights the key attraction drivers identified by talent across the Africa region, and how these stack up versus the East Africa region.
It's important to note those key attraction drivers. Are the opportunity to learn new skills, make an impact on an organisation and get good healthcare and wellness benefits a central part of your EVP? Not also how the percentages shown indicate that East African talent is more likely than the continent in general to view factors as absolutely essential. That is, they would perhaps be less willing to compromise on these drivers than talent elsewhere.
Before we go and hone our EVP for the region though, we should bear in mind other key demographics. As the Study revealed differences in attraction drivers across every demographic split, we're showing gender to highlight how things can change, even within a region.
While the overall list of drivers is the same, note the big jumps in the 'essentialness' of job security and trust in leadership for females, which make it clear that these are key parts of the employer story for this demographic.
How can we use this knowledge to recruit and retain?
This is just a snapshot from the data available in Careers in Africa Employer of Choice. You can find out more about the Study here. Using this data, we anticipate that employers may better understand their target talent, and as a result, create, deliver and communicate EVPs which are better segmented, more specific and more effective.
This can be a competitive edge in the race for talent, and we encourage employers to make use of it in East Africa.