Being an employer of choice is no accident. Real effort must be put into this exercise. The fallacy of many organizations is management sitting around a table thinking it knows what employees want. Real employers of choice realize that becoming an employer of choice means having your fingers on the pulse of the workforce, their needs, and their wants. To this end, we strongly recommend that employers conduct annual Employee Satisfaction Surveys. A well written and well deployed Employee Satisfaction Survey will delineate the good, the bad and the ugly in the workplace. Well analyzed Employee Satisfaction Survey will provide the employer with a tangible roadmap of activities and items to improve employee morale, motivation, engagement and retention.