All the HR practices are based on the assumption that the employees are the company’s major asset. It is still not always understandable how the company is supposed to create this asset, use it for the good of all the stakeholders, and avoid problems connected with it. HR department is entirely responsible for all the procedures, aimed to build up, maintain, and effectively use the trust and respect between the employer, unions, and the workers. The entire process of the creation of the rightful and effective relations with the employees consist of a number of practices: establishing trust and communication, managing issues with the unions, improving performance, establishing effective complaint systems to avoid frequent whistleblowers’ reports. There are several ways to attract the employees and make them feel positive of the company they are involved with. Such practices might include careful selection and recruitment, larger salaries, extra holidays, opportunities for the career growth.  These actions may still not be enough – the employer is not supposed to be “feeding” its workers an additional bribe in some sort. Great employee is not just a loyal “pet”, but a responsible, active, and thoughtful partner. The companies that somehow manage to create the environment that is comfortable for all the employees are called the “Employer of choice”. That means that a regular, well-informed worker is purposefully and willingly choosing one employer over another. The one that is usually chosen is referred to as an “Employer of choice”. It is clear that the HR department is mostly responsible for gaining the title, though long-term strategic goals need to be set by the senior management to achieve the high standards.

A great number of workers claim the management is not responsive and regards them as the simple labor force, without brains or soul. Failure to engage people and regard them with respect reduces the business effectiveness (Pomeroy, 2006). Quite surprisingly, minor steps towards understanding the employees’ problems, very simple and general demonstration of respect towards the workers improve the effectiveness a lot and make the employee surprisingly committed and loyal.

With the development of the modern technologies, it has become much easier for the employees to look for a better job and choose among the many variants. Having access to the Internet and other information sources, they can easily find out their true market worth and behave on the labor market according to that knowledge. For the employers the situation has changed a lot too: the employees are no longer easily and readily available, and their talents are to be fought for.

Companies are searching for the new ideas and approaches to gain the strategic competitive advantage. Their capability of drawing, optimizing, and retaining top talents is an essential step to accomplish the purpose (Rizzo, L.A. 2008).

There is a set of guiding standards and principals, which the employer is advised to follow in case the title “employer of choice” is desired (Rizzo, L.A. 2008):

1. It is extremely important to address the employees honestly and respectfully.
2. Employers should act proactively, focus on the real problems and deal with causes, rather than effects.
3. By focusing on self-sufficient targets, employers can use the efforts of employees to their maximum.
4. Managers should do their best to reveal the best in the employees, and be dedicated to partnership and cooperation.
5. Employers should give the workers an opportunity to develop and grow.
6. Employers and their employees should seek to bring laughter and joy to the workplace

The organization I decided to choose for an analysis as an employer of choice is Procter and Gamble – the world leader in fast-moving packaged consumer goods. Its key strategy is to be operating with the top effectiveness, achieve the maximum goals, and provide top satisfaction to all the customers in any field of operations. One of the key features of its strategy is the ability to innovate, create, and use the newest ideas to make sure P&G is the leader in all the imaginable aspects of the modern business. At the same time, the corporation should remain a stable, reliable, and recognizable partner for the customers, investors and partners.