Here’s What Matters Most to Employees at Smaller Businesses
When you’re a smaller business looking to hire top talent, competing against big enterprises can feel like a David-and-Goliath struggle. But don’t forget who won that fight.
You may not be able to match the might of a big company on a pound-for-pound (or dollar-for-dollar) basis, but you can still play to your strengths and ultimately outclass the competition.
So, what are the advantages of being a small or medium-size business (SMB)? You can probably guess some of them yourself: Smaller companies tend to be more agile, particularly when it comes to hiring decisions, and simply making an offer to a candidate before the competition does can sometimes be the decisive difference.
But to really connect with candidates, you have to home in on their top priorities. Here we can go beyond guesswork and consider some real data.
Every month, LinkedIn surveys over 15,000 members about the factors that matter most to them personally when considering a new job. By comparing the top priorities of people who joined SMBs against the priorities of those who joined enterprises, you can see where smaller orgs punch above their weight — and use those insights to craft a compelling pitch.
What matters most to SMB and enterprise employees?
First, let’s briefly consider the big picture and see what these two groups have in common, before zooming in on the differences.
The top three priorities for both SMB and enterprise employees are identical: excellent compensation and benefits is first, followed by work-life balance, and finally flexible work arrangements. While the rest of this story will focus on the differences that distinguish SMB employees, it’s helpful to remember that these top three factors still carry a lot of weight for candidates everywhere.
What SMB employees prioritize more often: collaborative culture, aligned values, and happy teams
Now let’s zoom in to see how workers at smaller companies tend to have different priorities than people at bigger companies, starting with what matters more.
SMB employees are more likely to value a collaborative culture. While poor collaboration will hurt any organization, it can feel especially crushing at a small company. If you’re limited to partnering with a small group of people, it’s crucial that everyone can work well together. When pitching prospective hires, be sure to highlight your welcoming and collegial culture (as long as you can do so authentically).
Compared with their enterprise counterparts, people who work at SMBs care more about working at a company driven by values aligned with their own. If your small business is mission-driven or dedicated to something people are passionate about, absolutely showcase that to candidates. While bigger companies are often expected to be all things to all people, a smaller company has more room to take a stand and stand out on issues that matter to them.
Last but not least, people who choose SMBs tend to prioritize a workplace with happy and inspired employees. It might be a cliché, but large enterprises are often seen as cold, faceless entities filled with cubicle drones. In contrast, you should focus on playing up the warmth and human element of your smaller company.
Let prospective hires see the people and personalities behind the business, from the leaders to the peers they’ll be working alongside. Emphasize how your company keeps spirits high and fosters an inspiring work environment.
What SMB employees prioritize less often, compared with their enterprise peers: promotions, security, and pay
Now, let’s turn to what SMB employees care about less. These are the areas where bigger companies might have you beat — and that’s fine. If a candidate is dead set on something you can’t offer, pursuing them probably won’t be worth your time. The people who actually end up joining SMBs don’t care about these factors as much.
If seeing compensation so high in the first chart made you nervous, here’s where you can take a small sigh of relief. Yes, pay will always be important, but the people who join small businesses are less likely to make it one of their deciding factors, compared to their enterprise peers. If you can’t beat the competition on compensation, you’re not automatically out of the running.
People at smaller businesses are also less likely to prioritize opportunities for career growth within the company. Now, this one might make you do a mental double take: Smaller businesses can be great for advancing your career, what gives?
The critical words here are “within the company.” Compared to the complex hierarchy and job titles found in larger corporations, SMBs typically have simpler organizational structures with fewer and less specific titles. If a candidate is super eager to “rise through the ranks,” they’ll probably end up at an enterprise anyway.
But smaller businesses can and should emphasize how candidates can advance their careers by developing new skills. Working at a smaller company often involves “wearing multiple hats” — roles that would probably fall under separate job titles in a bigger company. For example, your chief marketing officer might simultaneously serve as your chief brand ambassador and head of public relations.
While that might translate into fewer promotions and less room to rise up the ranks, it also means more opportunities to develop valuable new skills. If you’re hiring for a smaller business, that’s a powerful way to reframe the role for candidates.
Final thoughts
While your smaller business may not be able to compete with large enterprises on every front, you do have your own advantages. People who join SMBs value being part of collaborative, happy teams where they can do meaningful work. When you play up these strengths, you’re not just offering a role — you’re inviting candidates to be part of a small community where they can flourish and thrive.
Methodology
In this analysis, small and medium-size businesses are defined as those with between 1 and 1,000 employees, while large enterprises are companies with over 10,000 employees. In the LinkedIn Talent Drivers survey, members are asked to select up to five of the most important factors for them when they consider a new job, out of a list of 15 different factors. This analysis is based on over 157,000 survey responses between December 2022 and November 2023.
