Analysis of the HR priorities of employers across Europe by the CRF Institute is showing the first signs of economic recovery. In June 2009 50% of surveyed employers focused primarily of engagement of their staff. 31% indicated that retention was their key priority and at that point a mere 19% said that attraction of new staff had their main focus.
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When this research was repeated in September 2009, the priorities had clearly shifted: 32% said engagement was their main priority, 36% focused first on retention and already 33% outlined that the attraction of new talent was their key priority. The growing importance of attraction – fuelled in part by the developing talent shortage due to the ageing population – clearly indicates a shift in strategy and moreover sends a strong signal on the expected economic recovery.
The CRF Institute conducts continuous research into the HR priorities of employers across Europe. This research is executed in Belgium, France, Germany, Italy, Spain, Switzerland, the Netherlands, and the United Kingdom.
The key question was: What has the highest priority for 2009-10? Attraction, retention or engagement of staff? In June and September 2009 respectively 201 and 273 employers participated in this ongoing research. Find below the results per surveyed country.
Belgium – strong recovery of attraction as HR priority
The specific results for Belgium support the overall European findings. In June 2009 retention was the most important priority for 42% of the surveyed employers, engagement was key for 32%, and attraction was the first item on the to do list for 26% of the employers. These results for June were a clear indication that the focus was first and foremost on existing employees. The results from this research in September 2009 show that a significant shift has emerged. 47% of the surveyed employers said attraction was theuir key priority for 2009-10, compared with 26% in June. Just 10% still focused on engagement and 43% indicated retention was first HR priority.
France - contrarian trend vs European counterparts
The results for France show a clear deviation from the European outcomes. Engagement was the key priority for 57% of the surveyed organisations in June 2009, and this declined to 43% in September. Also attraction decreased in significance from 27% to 20% of the employers indicating that this was their key priority. The major area of concern for French employers became retention, where 55% of employers indicated that this was their key HR priority in September, compared to just 17% in June 2009.
Germany – attraction doubles in importance between June and September
The results for Germany send yet a stronger message about the economic recovery than the overall European findings. In June 2009 73% of the surveyed employers indicated that their key priority in HR management was retention, 27% said that attraction topped their list and no one listed engagement as a top priority. The focus was first and foremost on keeping existing employees on board. The limited focus on engagement in Germany was a clear differentiator compared to the other European countries. The results from this research in September 2009 show that a shift has taken place. 53% of the surveyed employers said attraction now had their highest attention, compared with 27% in June. Now 13% of the surveyed organisations focus on engagement and 34% felt retention was their key HR priority.
Italy – slight change toward attraction as HR priority
The specific results for Italy are comparable to the overall European findings. In June 2009 the priorities were as follows: engagement 65%, retention 18% and attraction 18%. These results for June 2009 were a clear indication that the focus was first and foremost on existing employees. In September 2009 a small change has taken place. 24% of the surveyed employers said attraction now had their highest attention, compared with 18% in June. 59% still focused on engagement and an unchanged 18% felt retention was their key HR priority.
Switzerland – engagement becomes more important for Swiss employers
The results for Switzerland are clearly different from the European outcomes. Retention and attraction were the key priorities for respectively 55% and 45% of the surveyed organisations in June 2009, and engagement was not a priority for any of the organisations. In September retention remained the highest priority, but attraction with then 29%, gave way to engagement. In September 1 out of 7 employers indicated that engagement was their main priority.
The Netherlands – first signs of economic recovery apparent
The specific results for the Netherlands are similar to the overall European findings. In June 2009 the priorities were distributed as follows: retention 42%, engagement 38% and attraction 20%. In June most of the attention was applied to existing employees. When the research was repeated in September, the priorities had shifted noticeably. 25% of the surveyed employers said attraction now was their first priority, compared with 20% in June. 36% still focused on engagement and 39% felt retention was their key HR priority.
The United Kingdom – ‘green shoots’ in HR strategy emerging The specific results for the United Kingdom are in line with the overall findings. In June 2009 the priorities were as follows: engagement 83%, retention 17% and attraction 0%. These results for June 2009 were a clear indication that the focus was first and foremost on existing employees. In September 2009 a small but significant shift has taken place. 11% of the surveyed employers said attraction now had their highest attention, compared with 0% in June. 78% still focused on engagement and 11% felt retention was their key HR priority.
Interested in more comparative HR data? Order the updated International Top Employers Benchmark 2009.
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