How to recruit talent that stays – woo the family too

Author: Kirsty Tuxford | Date: 8 Mar 2017

Targeting potential employees’ relatives could improve retention rates if they are relocating

Attrition rates in the UAE are higher than the global average, and high staff turnover costs employers money.
Hays’ GCC 2017 Salary & Employment Report found that 55 per cent of employees are considering changing jobs in the next 12 months. And if keeping talent is hard, finding it is also proving difficult.
Dubai Expo 2020 is expected to create more than 200,000 jobs across various sectors, and around half of Middle East employers are planning to hire for new roles ahead of the event. Yet according to The Talent Gap Report, which was recently compiled by LinkedIn and TNS Research, recruiters are struggling.
Good employee benefits, tax-free salaries and a high standard of living, may be enough to retain many professionals in UAE jobs, but what about their nearest and dearest? Frequently, professionals’ families also have to relocate to the UAE and re-establish their lives, so why aren’t more recruitment campaigns also attempting to appeal to the families of potential employees?
There are many factors affecting the success or failure of recruitment initiatives and subsequent retention rates, but organisations are overlooking the importance of employees’ families, expert suggest.
Annalinde Nickisch, HR consultant and partner at The Thought Factory said: “Few organisations aim their recruitment campaigns towards attracting the families of a potential candidate. However, many have implemented comprehensive ‘onboarding’ policies, which are specifically designed to appeal not only to the candidate, but to ensure the entire family is supported throughout the relocation process. These policies are included specifically to ensure that family members agree to the relocation.
“These policies are commonly only applied when hiring very specialised personnel or senior management positions and the benefits commonly include all-inclusive relocation packages, financial assistance and guidance on school enrolments and housing or advanced housing allowances.
“Organisations that fail to design their onboarding, recruitment and employee benefit policies by incorporating policies connecting to the candidates’ family are less likely to succeed in gaining employee loyalty and consequently could face higher attrition or less success with the initial offer,” she added.
One employer that has actively attempted to catch the attention of whole families during its recruitment campaign for pilots is Emirates.
Working in partnership with communications agency Havas People, the business’s ‘Pilots’ campaign targeted 31 countries. “A big focus was on reaching both pilots and their families using a range of media, beyond using traditional aviation job boards. Alongside this, multiple creative concepts were produced – and tested – showcasing Emirates pilots both in and outside of work,” said a spokesperson from Havas People.
“Emirates has always placed a great importance in showcasing lifestyle opportunities and the various amenities and facilities available in Dubai for the families of potential candidates considering a career with us,” an Emirates spokesperson said. “Relocation of the family is often part of the equation and it is important for us to attract not just the candidate but also their families. This covers not only recruitment for flight deck positions but also across all our other functions.”