EY - How to secure top talent in the BRICs

How to secure top talent in the BRICs

Strategy 4: Craft work environments to match country preferences

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In many emerging market locations, visitors can see flagship offices in high-profile locations. However, our research indicates that this high level of investment does not offer the best return in increasing employee engagement.

Across all types of key talent in emerging markets, respondents placed greater value on a high-energy, sociable, friendly and comfortable environment than they did on location.

Our study found that the desirability of work environments was related to all types of employee commitment. Below, we look at what makes work environments attractive to in-demand talent, and we detail the key actions employers can take to increase the desirability of their work environments.

 

The environment within the organization drives engagement more than location in a particular city or region.

Across all types of key talent in emerging markets, respondents placed greater value on a high-energy, sociable, friendly and comfortable environment than they did on location. Organizations typically over-deliver on the location element, yet that was the least valuable in terms of improving engagement and retention.

Action point: Rather than investing heavily in prime city-center locations, focus on the internal design of your workplace to create an environment that suits the cultural preferences of your team.

 

The features of a desirable work environment differ by country.

Action point: Focus the design of office accommodation, location and work practices to reflect the following:

EY chart showing desirability of work environment by BRIC country

Brazil: Brazil has a traditional, hierarchical culture. To reduce stress, it is important to maintain adequate resources (including time) to allow workers to meet the demands of their jobs.

Russia: For Russian talent, comfort and energy are often associated with the financial stability and growth potential of the company.

India: Indians are looking for opportunities to work in an environment that emphasizes collaboration, and to have the opportunity to create and innovate. Visible signs of the firm's success are particularly important ways of increasing energy and enthusiasm. Here, the location of an office is less important than the actual working environment that is provided.

China: In order to be perceived as a good employer of Chinese talent, companies should emphasize the exciting and attainable growth opportunities that are available for workers in their current locations. It is important to demonstrate that the staff do not have to relocate to get promoted. Employers should also create physical space that is conducive to collaboration and interaction.