Attracting people to your company has never been more competitive. Many organizations aspire to be an “employer of choice,” yet struggle to define what that really means in practice. The truth is, being an employer of choice isn’t about checking every box or copying what other companies promote. It’s about understanding who you are as an organization and leaning into that identity with honesty and integrity.
The Problem with Chasing an Abstract Ideal
“Employer of choice” often becomes an abstract goal—something to strive for without clear direction. Businesses may feel pressure to offer everything: top-of-market pay, unlimited flexibility, premium benefits, and a flashy workplace culture. But trying to be everything to everyone rarely works. Worse, it can lead to misaligned expectations and early employee disengagement.
Instead of chasing a vague ideal, companies are better served by paying attention to what they already do well for their employees.
What Makes Your Company Attractive?
Every organization has strengths that appeal to different people. For some businesses, the draw is schedule flexibility, allowing employees to better manage their personal lives. For others, it may be compensation that exceeds market averages, signaling that employees are truly valued. Still other companies stand out because of their work environment, strong camaraderie, and a culture where people genuinely enjoy working together.
None of these are universally “better” than the others. What matters most is alignment. The things that make your company who you are exactly what will attract, or repel, potential employees. And that’s not a bad thing.
Why Honesty Matters More Than Perks
While competitive pay and solid benefits matter (and should be prioritized when possible), today’s employees place increasing value on candor and authenticity. People want to know what they are signing up for. They want transparency, realistic expectations, and leadership they can trust.
Don’t try to be something you’re not. Be the very best version of who you are.
Trying to present your organization as something it’s not often backfires. Employees quickly recognize the disconnect between branding and reality. In contrast, companies that clearly and honestly communicate who they are tend to attract people who are a better long-term fit.
Integrity as a Competitive Advantage
Most people appreciate working in an environment grounded in integrity, honesty, and consistency. A workplace that values clear communication and mutual respect builds trust, and trust fuels engagement, performance, and retention. Employees don’t just want a job; they want a place where they can live their lives while doing meaningful work. That raises an important question for every business…
How are you helping your employees live the life they want to live?
Becoming an employer of choice doesn’t require perfection. It requires self-awareness, honesty, and the discipline to double down on your true strengths. When your values, practices, and messaging align, the right people will notice—and they’ll stay.
If your organization struggles to define or communicate that clarity, help is available. Building an authentic employer brand starts with understanding who you are and having the courage to lead with it. As a cooperative since our very beginning our goal and purpose has been to pull together collective power in order to give small local businesses access to resources that allow them to compete on a larger scale. Members of our cooperative have access to our Valley Business Solutions which includes the ability to utilize our Human Resource Advisory Services for free or at heavily discounted pricing. Click here for more information.
