Air New Zealand has once again been named the most attractive employer in the 2024 Randstad Employer Brand Research, claiming the top spot for two consecutive years, and has now won the award eight times in total.
Being attractive as a company means having a strong level of appeal to potential employees and the ability to retain existing talents in the long run. But what factors have empowered Air New Zealand to consistently lead the list, and what lessons can other employers learn from them when it comes to enhancing their attractiveness to Kiwi talents in 2024 and beyond?
Financial stability
Financial stability involves the company’s ability to consistently generate income, meet financial obligations on time, and maintain enough cash flow to cover its needs. It means the company has sufficient capital and risk management practices to absorb losses and continue operations, even in the midst of an economic strain.
The Randstad survey has shown that Air New Zealand stood out for its financial health. In February, the airline reported a net profit after taxation of NZ$129 million and earnings before taxation of NZ$185 million. The company has also announced a solid NZ$3.5 billion in operating revenue, driven by strong growth in its international network.
Moreover, after its significant losses due to the pandemic, Air New Zealand boasts profitability in the six months to December 2022, reporting a $213 million profit after tax. The airline was also able to rapidly relaunch 29 routes, onboard over 3,000 new staff, and carry 8 million passengers in the July–December 2022 period. This turnaround reflects Air NZ’s successful efforts to quickly restore operations and its agility in navigating the impacts of unforeseen financial challenges.
In Randstad’s Employer Brand Research, it identifies job security as one of the top priorities for job seekers. Now more than ever, New Zealand workers value assurance that their roles are secure and that their employers exhibit resilience. When a company demonstrates strong financial performance and growth after a storm, it signals stability, making it particularly attractive to potential employees who prioritise job security.
Salary and benefits
In addition to financial stability, competitive salaries and benefits packages are key factors that have contributed to Air New Zealand topping the Employer Brand Research list. On its website, the airline features various work perks and incentives, which include travel discounts, flexible work setup, a money-saving scheme, life insurance, and mental health support offerings such as the Employee Assistance Programme (EAP) and Peer Support networks.
A number of surveys show that 70% of workers find benefits extremely important in their employment decisions. Thus, offering a comprehensive suite of perks enhances a company’s appeal to prospective hires and cultivates job satisfaction among current employees.
Brand reputation
Companies tend to focus their time and energy on consumer branding. However, employer branding – i.e. the company’s reputation as an employer – is equally important. A separate report also published by Randstand revealed that 45% of disappointed Kiwi employees will share with their friends and family about their experience when applying to a new company.
The accumulation of negative interactions with a brand can damage sales, destroy brand loyalty, and hinder the company’s ability to recruit quality talents in the future. This also opens an opportunity for competitors to attract top performers by appealing to their desired employment conditions.
Final Thoughts
The insights from Randstad Employer Brand Research and Air New Zealand’s continued success as the country’s most attractive employer shed light on valuable lessons for other organisations looking to hire and retain top talent. It’s not feasible, of course, for every company to be the next Air New Zealand, but by emulating their approach to employer branding, other companies can position themselves as attractive destinations for top Kiwi talent in the years ahead.