Find out what New Zealand
candidates want
Laws of Attraction FAQs
You'll see two different kinds of percentages when you use Laws Of Attraction.
Driver view
The first percentage, shown next to the pink bar representing each driver of attraction, is an importance score. All drivers could be 'important' but this relative score helps you understand how to prioritise the key drivers to focus on in job ads or conversations. This percentage figure represents the relative importance of that driver compared to other drivers – it doesn't reflect a percentage of people. Think of it as the time or effort you want to spend communicating parts of the role or company to a candidate. For example, if you see an importance score of 25% for the Salary & Compensation driver, and you had 100 words to communicate with candidates, then it's worth making sure at least 25 of those words are used to describe what you can offer in terms of salary and compensation.
Driver view
Within each driver, we asked people the components of it that matter to them, to help you understand exactly what they’re looking for. For example, Work-life balance will mean different things to different people. By expanding this driver, you can see that its components include Additional leave, Flexible working hours and Ability to work from home/remotely.
These components are shown on a scale with a breakdown of candidate preferences.
The individual percentages you see represent how candidates in your search have ranked each driver according to four levels of importance:
- Must-have: Essentials that candidates expect a job to have
- Delighted-if: Extras that differentiate you from other companies
- Not-bothered: Factors that don‘t really matter to candidates
- Put-off: Dealbreakers that candidates don‘t want in a role
For example, 21% of Engineering candidates say Ability to work from home/remotely is a must-have component of the Work-life balance driver.
Candidates have the option to select multiple components of a driver as a must-have. It reflects the way people approach job-hunting; they might have more than one must-have or be put off by multiple factors.
Laws Of Attraction helps you understand what attracts candidates to a
role. Once you know what these 'drivers of attraction' are, you can
design your messaging around them. For example, if Promotion
opportunities are a must-have for most candidates, it's important
mention this into your job ad and other touchpoints including your
Employee Value Proposition. Or if most candidates say they aren't
bothered by salary sacrificing, it's likely not worth promoting in
your conversations with candidates.
You can use the drop-down menus on the left to choose filters that
you want to use to focus in on different drivers of attraction, and
compare results across different groups of candidates. For example,
you could explore the drivers of attraction for candidates first by
industry – say, Construction. You could then filter the data by
generation, and select both Gen Z and Baby Boomers. This would allow
you to compare the drivers of attraction for candidates of these two
different age groups in the construction industry.
To ensure the data is valid, we show only data that has a large
enough sample size to be statistically significant. Laws Of
Attraction is an ongoing survey and we'll be refreshing data
annually, so if you can't see the results you're looking for, check
back in again and we may have the data you need.
You can start by focusing on the top three drivers of attraction.
This will give you the first indication of what candidates care
about most, based on the search filters you've used.
For a deeper view, you can expand each driver to see the components
it's made up of. For example, if you want to understand what
Work-life balance really means to candidates, you can expand to see
it includes components such as Ability to work from home/remotely,
time in lieu, and flexible working hours. Refer to the questions
above on how to interpret and make use of this data.
Laws Of Attraction is a SEEK research study drawn from a comprehensive survey of more than 4500 job candidates in New Zealand. Laws Of Attraction is considered 'robust' data, such that if we did the research again, we can be confident that we will get similar results.