Article Highlights
- Changing Talent Expectations: The article outlines what employees value today—flexibility, purpose, inclusion, and growth—and why these factors are shaping hiring and retention strategies across Canada.
- Trust Impacts Business Outcomes: Workplaces with high levels of trust report lower turnover and stronger financial performance, according to research from Great Place to Work®*.
- Workplace Flexibility Redefined: Flexibility now includes when and how people work—not just where. This shift is linked to reduced burnout and higher engagement across teams.
- Hiring as a Strategic Priority: The article promotes a move from short-term hiring tactics to long-term strategies that build workplaces people actively want to join—and remain part of.
Talent is more than a resource—it’s a long-term business advantage. As the workplace continues to evolve, the definition of an attractive employer is being redefined. Today’s top candidates are looking beyond paycheques and job titles. They want purpose, flexibility, meaningful development, and workplaces where they feel valued and respected.
As competition for skilled professionals intensifies across Canada, organisations need a hiring strategy that aligns long-term business goals with what employees expect from a workplace. The following five strategies can help organizations attract and retain the high performers who will drive their future business success.
1. Lead with Purpose and Values
Many professionals today want to work for organizations that stand for something meaningful. That’s why organizations that clearly communicate and consistently live their purpose are more likely to attract candidates who are both capable and committed.
Employees who strongly align with their organization’s values are more likely to develop a sense of loyalty and commitment—leading to lower turnover, greater advocacy, and a more resilient workplace culture (Forbes). Embedding purpose into leadership communication, performance conversations, and recognition practices helps employees connect their work to a larger mission. When employees feel a sense of shared purpose, they’re more engaged in their work and more likely to stay.
2. Build a Culture of Trust and Inclusion
Trust remains a cornerstone of high-performing workplaces. It’s also something that consistently matters to candidates considering their next move. Creating this type of environment requires leaders to be transparent, consistent, and inclusive. It’s about building a workplace where every person —regardless of role, background, or identity— feels safe, respected, and empowered to contribute.
At top Certified™ companies in Canada, 90% of employees agree that people are willing to give extra to get the job done. In contrast, only 56% of employees at average Canadian workplaces share this view. This highlights how trust-based cultures can foster stronger engagement and discretionary effort. These cultural differences don’t just affect employee attitudes—they translate directly into business outcomes.
According to The Business Case for High-Trust Workplaces report by Great Place to Work®, organizations that cultivate a high-trust culture experience:
- Stock market performance: Nearly 4x higher compared to the broader market.
- Lower turnover: Less than half the voluntary turnover compared to the average company.
- Revenue growth through inclusion: 5.5x more likely to achieve year-over-year revenue growth than organizations in the lowest quartile for inclusive innovation.
3. Offer Flexibility and Autonomy
A global survey of 30,000 people across 31 countries, featured in Microsoft’s Work Trend Index Annual Report, found that over 70% of employees want their employers to continue offering flexible remote work options. This widespread demand reflects a broader shift in expectations around when, where, and how work gets done.
As the workplace continues to evolve, flexibility is no longer limited to location—it now encompasses autonomy over how people manage their time and responsibilities. Many employees are looking for flexible start times, performance measures based on outcomes, and the freedom to organize their work in ways that suit their individual needs and energy levels.
In response, a growing number of organizations are rethinking traditional work structures. By redesigning roles and shifting toward results-based approaches, they’re seeing positive outcomes such as improved engagement, reduced burnout, and greater team adaptability.
4. Make Growth a Built-In Feature
People are increasingly seeking opportunities to expand their skills and take on meaningful challenges at work. While salary and stability remain important, long-term career growth is often a deciding factor in where individuals choose to stay—or where they choose to go next.
Offering learning opportunities, stretch assignments, mentorship, and clear development pathways can show employees that they have a future within the organization. Even simple efforts, like recognizing internal talent or supporting lateral moves, contribute to a culture where people feel invested in and supported.
By embedding growth into the everyday employee experience, organizations not only boost retention but also foster a more resilient, capable workforce.
5. Strengthen Your Employer Brand with Credibility
Today’s job seekers are thoughtful about where they choose to work. Many take time to explore company reviews, visit employer profiles on social media, and look for signs that an organization is truly committed to a positive workplace culture.
While messaging plays a role, it’s the everyday employee experience that ultimately shapes your employer brand. Recognition from respected third-party organizations—especially when grounded in employee feedback—can help reinforce trust and credibility.
Earning Great Place to Work® Certification™or being named to a Best Workplaces™ list offers a clear, research-backed signal that your culture is strong and consistent. These achievements reflect how your people feel about their work environment, and they resonate with candidates who are looking for more than just a job.
Together, these five strategies highlight a positive shift in how successful organizations view their people as valued contributors who bring culture to life, strengthen credibility, and help fuel long-term growth and innovation.
Final Thought
Attracting and retaining skilled talent today requires more than a good job posting or a competitive salary. It calls for a work environment where people want to contribute—and continue contributing over time.
As expectations shift, organizations that invest in purpose, trust, flexibility, and development are better positioned to appeal to the evolving needs of the workforce. These qualities not only help bring the right people in the door, but also keep them engaged and growing.
The future of hiring is about creating workplaces that speak for themselves—where culture becomes the draw, not the promise.
FAQs
- What makes a workplace attractive to top candidates today?
Candidates are prioritizing purpose, flexibility, inclusion, and development. They want to work where they feel respected, trusted, and supported—not just where compensation is competitive. - Why is trust so important in the workplace?
Trust influences engagement, loyalty, and performance. High-trust workplaces report significantly better business outcomes, including lower turnover and stronger financial growth. - How has flexibility changed in recent years?
Flexibility now includes when and how people work—not just location. Employees value the autonomy to manage their schedules in ways that align with their responsibilities and energy levels. - How can organizations demonstrate they have a strong culture?
Third-party recognition, such as Great Place to Work® Certification™, provides external validation based on employee feedback. It signals that the organization consistently delivers a positive employee experience.
Tools & Resources
- Company Culture : Explore how building a high-trust workplace culture can lead to stronger engagement, lower turnover, and better business outcomes. Our resources help you assess, understand, and shape your organizational culture through employee feedback.
- Leadership and Development : Strong leaders build strong teams. Access resources to help assess leadership effectiveness, build trust, and align your leadership behaviors with the expectations of today’s workforce.
- Employee Engagement : Learn how the Trust Index™ Employee Survey provides insight into employee experience across fairness, pride, and trust—helping you take action that strengthens performance and retention.
- Great Place to Work® Certification : Certification is a trusted signal of a great workplace culture. Based entirely on employee feedback, it helps organizations stand out to candidates and positions them for recognition on Best Workplaces™ lists across Canada.
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