Trend Barometer: Employer Attractiveness in SMEs – Focus: Artificial Intelligence
Artificial intelligence is accelerating change in the world of work. Many companies are not prepared for this shift. A new study by HSG and zeag shows that it is not a lack of technology that will become a problem for companies, but rather overload, weak leadership and a lack of direction.
Artificial intelligence automates tasks—but not corporate culture. The new edition of the study «Trend Barometer: Employer Attractiveness» by the Institute for Leadership and Human Resource Management at the University of St.Gallen (IFPM-HSG) and the Centre for Employer Attractiveness (zeag) analyses how this affects organisations. The study is based on data from 94 German companies with more than 19,000 respondents.
According to the study’s author Prof. Dr. Heike Bruch, Professor of Leadership at HSG, employers will in future be assessed on how well they can lead employees through digital transformation without exhausting their organisation.
We would like to thank the Centre for Employer Attractiveness (zeag GmbH) for the cooperation. The full study «Trend Barometer: Employer Attractiveness in SMEs – Focus Artificial Intelligence» is available for download.
Wichtige Handlungsfelder für moderne Arbeitgeber
The importance of employer attractiveness is rising significantly in times of artificial intelligence. Companies already have a substantial need to take action to promote and maintain their employer attractiveness. At present, only around one third (34%) of companies are rated as (very) attractive by their employees.
Top 5 drivers of attractiveness: In line with previous research, a culture of trust, pleasant energy, productive energy and internal entrepreneurship are among the key drivers of employer attractiveness. AI culture is a new driver of attractiveness and highlights the growing need to respond to rapid technological change.
Top 5 barriers to attractiveness: The key barriers to employer attractiveness include corrosive energy, resigned inertia, the acceleration trap, centralisation and laissez-faire leadership. This further increases the importance of fostering positive energy as a driver of attractiveness and reducing negative energy as a barrier to attractiveness in today’s world of work.
Five key strategies for increasing employer attractiveness in the AI era are:
- Taking stock: Identify the level and need for change of key drivers and barriers
- Reducing barriers to attractiveness: Reduce negative energy and the acceleration trap
- Strengthening drivers of attractiveness: Mobilise positive energy and foster an AI culture
- Establish an AI culture across key dimensions: digital mindset, AI strategy and digital leadership
- Approach AI transformation systematically—with AI culture as the key lever
