On Valentine’s Day, many of us turn our attention to our significant others. But what about our jobs? Truthfully, we spend more time at work than with the person Cupid paired us. Are we as well matched with our jobs as we are with our mates? And does it matter?

Susan Head, PhD, a clinical psychologist in private practice in Durham, says many employees don’t realize how important the attraction connection really is, thinking instead along the lines of “I just work for the money.”

“Some people aren’t aware that they need a match between their values and their job,” says Head. “They’ll experience it as job dissatisfaction, but not know that’s why.” And sustained job dissatisfaction can only lead to one thing: turnover. Turnover is not good. Not only does a business lose an employee, but it’s out a substantial amount of money too. The employee who quits takes with him all the company knowledge and time invested, leaving the company to start from scratch with a new hire.

Beth Ritter, senior vice president of human resources at Burt’s Bees, says the company’s recruiting efforts often focus on its brand in an effort to appeal to candidates who might find fulfillment in the culture.

“The brand is known for our business model or what we call the Greater Good,” says Ritter. “It means that we operate with the highest level of social responsibility. With this business model, we have high standards specifically for the products we make, our environment, how we run our business, and the way we treat our employees as well as our local and global communities. Sharing this business model with candidates is a powerful way to showcase the strength of our company.”

At Burt’s Bees, candidates are often attracted by the company’s social responsibility, but also the perks such as on-site yoga and incentives for hybrid car purchases and those who bike to work. Other people, however, may value more the flexibility of working from home or in a work environment with casual dress. Still others may love a job with travel or a lot of autonomy.

As a result, it’s impossible to predict what qualities the ideal candidate will value. The best bet is to be truthful in job announcements to attract the best pool of candidates.

“You can highlight the fun parts that people would be drawn to, but you also need to be honest about the parts that maybe aren’t so much fun,” says Head, noting excessive paperwork, travel or long hours should be revealed early. “I would encourage employers to be really honest. The job will reveal itself and then you’re going to have a disgruntled employee.”

Ritter says her department’s job announcements often yield hundreds, even thousands, of job applications, and she doesn’t try to get too fancy with luring folks in. The brand speaks for itself.

“We try to have accurate job descriptions so candidates can make a selection on the realistic duties and not be lured for only the strategic activities,” Ritter says.” This demonstrates one of our core company beliefs of transparency.”

It should go without saying that in a perfect world, the applicant should be honest about what he or she needs for the best results. In the employer-employee love match, it seems honesty is the best policy.

Contact Christa Gala at www.christagala.com