Location, Location, Location! A New Secret to Attracting and Retaining Today’s New Workforce

Are you aware that the shortest distance between two points might just be the secret weapon in winning the war for talent? In today’s evolving job market, the lure of a convenient work location has emerged as a potential game-changer!

According to recent data from WeCare Connect, a leading provider of employee surveys in the U.S. and Canada, a surprising 37% of survey respondents said that “Location” was the determining factor in accepting their current position, second only to “Work Schedule.” As workforce thought leaders, our Magnet Culture team has seen firsthand that job seekers are no longer exclusively motivated by fat paychecks or the allure of a renowned company. Instead, they’re attaching equal significance to a workplace that’s near their home.

Multiple job offers have become the norm rather than the exception for many professionals. In this context, employers who can provide a more convenient work location hold a distinct edge. The proximity of a nearby location not only alleviates logistical burdens but also increases a sense of community and belonging among employees. It creates deeper roots in their work life, which results in a lower likelihood of them seeking opportunities elsewhere, thereby reducing the risk of turnover for companies.

Take, for instance, our recent interviews with high school students. While many interviewees placed importance on a flexible work schedule, one individual highlighted that a location close to their home would be the ultimate deciding factor. This is not a unique sentiment but a growing trend, particularly among student workers or those with limited transportation means. When families share a single vehicle or rely on public transportation, a conveniently located workplace is especially appealing.

So, what’s the winning strategy here for employers? A targeted outreach within your local community can be an effective way to tap into this trend. A mailing or other local advertising initiative in your neighborhood will attract those candidates who would value the convenience of a short commute over other job aspects.

Bonus Takeaway: In keeping with the “convenience” theme, you can also cater to your workforce’s scheduling needs. For instance, if a significant portion of your workforce is reliant on childcare, aligning your scheduling options with local daycare timings can act as a valuable incentive. This way, the employees would not only be relieved of the stress of managing their work schedule, commute, and childcare responsibilities but also feel valued and understood by their employer, resulting in higher job satisfaction.

As employers, it’s crucial that we listen to what motivates the new workforce and incorporate their priorities into our talent acquisition and retention strategies. The payoff? You’ll foster longer-term loyalty, higher retention, and build a more dedicated, stable workforce. In a time where talent competition is fierce, this just might be the differentiator setting your organization ahead of the pack.


Cara Silletto, MBA, CSP, is a workforce thought leader, keynote speaker, and author of the book, Staying Power: Why Your Employees Leave & How to Keep Them Longer

WeCare Connect is a leading provider of employee surveys with clients in over 1,300 locations throughout the U.S. and Canada. We provide real-time notifications and robust dashboards driving down turnover and increasing engagement.

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