Remember the phrase “employer of choice” from the dot-com boom? It was a period of ridiculously low unemployment, a time when companies struggled not just to find exactly the right talent at the right price — but to find talent, period. So they did everything they could to woo applicants with a string of new perks: concierge services that would pick up your dry cleaning and help you do basic domestic tasks, free food at the office, foosball tables for recreation, casual dress codes, and so forth. Did those perks make them employers of choice? Not really. Once everyone offered them, they simply raised the table stakes for getting a good hire.
How, then, do you create a more desirable workplace than your competitors?