After a tough 2009 for job seekers, new research has shown that South African employers anticipate a more buoyant employment market in 2010. The Grant Thornton International Business Report (IBR) revealed businesses in 29 of the 36 economies surveyed expect to increase staff numbers in 2010.

According to Samantha Crous, General Manager of the CRF Institute – the employer brand research and marketing organisation that conducts the annual Best Employers South Africa research – the labour market could be looking at a post-recession rush with talent on the move in 2010. Organisations will need to revitalise and promote their employer brands, says Crous, if they wish to retain and attract the best talent in the market in the next 12 to 18 months.

“In a competitive labour market a successful brand lies more than ever in an organisation’s ability to differentiate themselves by establishing and promoting excellent HR strategies that can attract, retain and engage the right kind of talent,” she said.

Crous said South Africa is at the cusp of a recovery – gross domestic product (GDP) grew by 3.2% in the fourth quarter of 2009, exceeding market expectations – which means organisations need to engage with the talent attraction or retention issue or they could face losing key people. Organisations that, in particular, gain an independent recognition of their HR performance can steal a march on competitors,” said Crous.

“From the experience of organisations that participate in Best Employers South Africa, for example, an independent internationally benchmarked certification can greatly increase visibility in the market as an employer of choice.

Organisations like Accenture (number one Best Employer in 2009), ABSA, Cell C and Dimension Data to name a few, have shown that this has tangible benefits. These organisations have found that Best Employers is an opportunity for strategic brand communication,” she said, adding that applications to Best Employers 2010 are now being taken.

The overarching aim of Best Employers is to certify and increase the visibility of leading South African organisations with a demonstrable commitment to 11 HR policy benchmark categories. Through this policy process the CRF Institute selects the best employer brands that qualify for exclusive promotion to talent each year.

“The most qualified job seekers have higher aspirations and will seek out the best organisations in terms of employer brand – employers, especially in areas where skills are scarce, can’t afford not to adopt positive human resources strategies and achieve visibility in the labour market.”

Findings from the 2009 Best Employers showed in particular that there is a strong link between organisations that prioritise empowerment and transformation and those that are accredited as Best Employers in South Africa – 80% of the country’s best employers also score highly in empowerment and transformation.

Because of these findings, the CRF Institute will launch an additional ranking to track empowerment in SA. The 2010 Best Employers will include a separate ranking for Best Empowered Employers.

“Organisations which truly emphasise diversity and empowerment are not just trying to meet BEE targets, but are genuinely making an effort to understand what their employees need and value,” said Crous.