Human Resources Trends that Improve Employee Attraction and Retention

The perception of human resources has changed. Once thought of as an administrative department focused on managing employee benefits and processing onboarding paperwork, it is now a dominant role in the ongoing “talent war.” HR professionals have become a crucial part in recruiting and retaining employees, and they have reinvented themselves to stay cutting edge and attractive to valuable talent.

There has been a demand for HR departments to be part of the company’s growth. They have been challenged with engaging current employees and retaining them as part of a strengthening team while also attracting new employees to help the team grow. Trending now is the HR efforts to align their goals with the company’s business strategies. Human resources practices, such as recruitment and performance management, are now incorporated into the company’s goals. Such a business trend has convinced more company leaders to invest in HR and improve the employee experience. Companies are setting goals to boost employee retention and attract new talent, and many of them are turning to employee recognition programs to accomplish these goals.

Human resources professionals often list recognition as a method for keeping employees engaged in the workplace. A study by Deloitte states that employee engagement, productivity, and performance are 14 percent higher in organizations that implement recognition. When employees are recognized and rewarded, they work harder, and their loyalty to the company increases.




Trend: Marketing the Employee Experience to Attract New Employees

Traditionally, human resources departments are responsible for posting job openings, conducting interviews, and hiring new employees based on how their talents meet the needs of the company. Other than a competitive salary and standard benefits, HR departments do not usually offer flashing lights and enticing recruitment perks. That’s about to change.

G2 Crowd reports that businesses plan to increase employee engagement spending by 45% by 2020. Human resources departments are playing a huge role in choosing engagement programs designed to satisfy employees. In the same way marketers map the customer experience, HR professionals are mapping the employee experience, and they are helping employees plan for success within the company at every stage of their employment.

When it comes to recruiting new employees, they are not less than customers wanting to associate themselves with brands and companies that cater to their needs. Human resources departments are investing in programs that attract and retain employees. They are turning to recognition programs to help create satisfying employee experiences from onboarding to retirement. They are aligning their recruitment and retention goals to those of the company and finding that employees are happier and more involved in their work when allowed to participate in programs that offer gamification, recognition, and incentives to motivate engagement.

Companies are using employee engagement and recognition programs as recruitment tools. Prospective employees can get a sense of what the company’s culture has to offer and have an idea of how their role will play a key part in individual and company success for years to come.  


Trend: Ditching the One Size Fits All Approach to Recognition

In the past, HR departments have used one-size-fits-all recognition programs that feel impersonal and out of touch with what employees really want.

Employees want to be treated as more than just a number. Human resources departments have started to address the importance of genuine and authentic recognition. Understanding individual employees and their unique needs helps to understand what motivates them and keeps them engaged in their work. Many companies are preparing for Generation Z to enter the workforce. As the workplace shifts to now include four generations of employees in the workforce, it’s important for HR professionals to note that each employee at each stage of their career wants to be recognized in a way that is meaningful to them.


Generation Z Whitepaper


All workers want recognition that is authentic and consistent. Companies are going above and beyond just saying, “good job” or “thank you” and are now giving employees the opportunity to be part of recognition programs that allow them to choose their own rewards. Points-based incentive programs enable employees to choose the experiences, gifts, and recognition items that suit their personality.


Trend: Using Employee Feedback to Boost Engagement and Loyalty

In IIP’s 2019 Employee Sentiment Research study, 16 percent of employees interviewed stated they wanted to leave their current job role due to the fact they do not feel valued by their employer. Now, more than ever, employers need to find ways to engage and build loyalty among their employee base.

The ability to leave feedback and discuss ideas is becoming a workplace trend. Employees want to connect with company leaders and share information and criticism with them. Human resources departments are using employee feedback to build trust and strengthen relationships. Employee recognition programs featuring anonymous feedback modules allow employees to share their thoughts and ideas. Companies collect information and data about how employees are feeling, what policies they want to change or enforce, and even what ideas they have on making the workplace a better place — employers then use that information to make changes and implement new ways to improve the company’s culture.

When their feedback is considered and acted on, employees feel respected and valued. Employees are empowered to contribute to the workplace and make it a happier, more successful place. These intrinsic rewards give them an incentive to remain dedicated and hard workers. Giving employees the opportunity to make an impact on their workplace improves helps them to stay engaged and excited about the work they are doing.




Trend: Embracing Social Programs to Improve Communication

Human resources departments are starting to understand the importance of social recognition. For years, social media has been shut down in workplaces and stigmatized as distracting, unproductive, and even dangerous. But now, social media has revolutionized how people communicate with each other. What used to be banned in the workplace is now becoming the norm as social recognition is taking over as a key driver of employee engagement.

Social recognition is the process of providing employees with the tools and technology to create meaningful relationships and improved communication between one and other.

Through social recognition, companies can empower their employees to celebrate positive behaviors and congratulate the successes they experience each day. The process of reaching out via social platforms allows them to shape and improve their own employee experience while simultaneously shaping workplace culture and build a personal legacy for themselves. The use of electronic badges, videos, emojis, and stickers are now embraced as a welcomed way to communicate with coworkers and speak to them in a language that is widely popularized by social platforms all over the world.


Modern human resources strategies have evolved, and as a result, employee recognition and engagement programs have also improved to offer companies customizable solutions that meet the needs of their employees. When it comes to attracting and retaining employees, HR professionals are finding value in investing in trends that effectively improve recruitment efforts, create meaningful recognition, boost employee engagement, and offer a communication tool that strengthens their company cultures.

What Demographic Trends Should HR Departments be Monitoring?