In the face of dynamic, challenging, and highly competitive market conditions, the importance of an attractive workplace is more pronounced than ever. The 2024 Randstad Employer Brand Research not only provides insights but also crowns new leaders in employer attractiveness within New Zealand.

a new champion emerges

Air New Zealand reaffirms its standing as New Zealand's Most Attractive Employer for 2024, continuing its legacy as a top employer. Having won last year and entered the Randstad Hall of Fame numerous times, Air New Zealand consistently exemplifies what it means to lead in employer attractiveness. This year, the airline stood out for its financial health, very good reputation, and attractive salary and benefits. These factors have strengthened its connection with the Kiwi workforce, maintaining its position at the peak of Randstad’s prestigious list.

The diverse organisations that made it into the coveted Top 10 list not only exemplify excellence within their individual sectors but also highlight the broader appeal of various industries in today’s job market. Let’s delve into the insights from this extensive survey, revealing why certain employers rose above the rest to make their mark as one of New Zealand’s Most Attractive Employers for 2024.

the elite top five

1.  air new zealand: 

Holding its crown from last year, Air New Zealand continues to be celebrated as a top employer and is a stalwart in Randstad’s Hall of Fame. This repeated recognition is underpinned by its robust financial health, exemplary reputation, and its attractive salary and benefits—qualities that are highly valued by today’s workforce. These strengths not only underscore Air New Zealand’s ongoing commitment to excellence but also highlight its role in leading the transport & logistics sector, which has been ranked as the 5th most attractive sector for 2024. This position reinforces the airline’s effective strategies in enhancing its employer brand within a highly competitive industry.

2. department of conservation (te papa atawhai): 

Rising to the second spot this year, the Department of Conservation builds on its consistent performance in previous rankings, having placed fourth in 2023 and second in 2022. This governmental body is celebrated for its financial robustness, job security, and stellar reputation. In 2024, it has particularly distinguished itself by its commitment to giving back to society and offering attractive salary and benefits, features that greatly appeal to today's workforce. These achievements have not only reaffirmed its status as a premier employer but also contributed to the Central Government sector becoming the fourth most attractive sector this year.

3. new zealand customs service (te mana ārai o aotearoa): 

Achieving a top three finish this year, the New Zealand Customs Service has shown remarkable consistency, climbing from fifth in 2022 to second in 2023, and now third in 2024. This government agency is highly regarded for its financial health, long-term job security, and career progression opportunities. These attributes have not only bolstered its appeal but also underscored the significance of the Central Government sector, which remains one of the top five most attractive sectors this year. The agency's role in addressing crucial public needs places it at the heart of sectors where public perception and the impact of services are profoundly felt by the community.

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4. PwC: 

After not featuring in the top 10 for the past three years, PwC has made a significant comeback, securing the fourth position in 2024. This resurgence in the rankings is largely attributed to its financial health, career progression opportunities, and long-term job security—attributes that are particularly valued in the current economic climate. The professional services sector, led by PwC's performance, has been recognised as the most attractive sector for 2024 by 45% of respondents, underscoring the firm's pivotal role in shaping sector perceptions and its commitment to maintaining high standards of employer attractiveness.

5. WSP: 

Securing the fifth position for the second consecutive year and up from seventh in 2022, WSP has consistently demonstrated its appeal within the top 10 over the last three years. This engineering consulting leader is recognised for its financial health, strategic locations, and very good reputation. These factors not only ensure its steady ranking but also reinforce its standing in an industry where technical expertise and innovation are critical. WSP’s steadfast attributes like being conveniently located and financially robust continue to make it a highly attractive employer in the engineering sector.

sector diversity in the top 10

As we unveil the Top 10 Most Attractive Employers of 2024, it’s clear that the diversity of sectors represented highlights not only the organisations themselves but also the attractiveness of their respective industries. This year's Top 10 includes a mix of industries, from government departments, FMCG, and healthcare to engineering, financial services, transport & logistics, and education, each demonstrating unique attributes that make them standout employers. Each organisation excels in environments that demand constant innovation and commitment to employee satisfaction. This varied representation with companies like Beca, a leader in engineering consulting, and Coca-Cola Europacific Partners New Zealand, underscores that appealing employer brands exist across different sectors, each offering unique opportunities and benefits that resonate with today’s workforce.

diverse drivers of employer attractiveness

What sets these employers apart? The research shows no single pathway to becoming a top employer in New Zealand. Each top-ranked organisation has tailored its strategy to leverage unique strengths—be it financial stability, attractive salary & benefits, or job security. This year’s findings also highlight the importance of a good reputation, convenient location, career opportunities, and giving back to society, indicating a shift in what potential employees value most in their work environment.

Smiling male with headphones having a conversation at his desk.
Smiling male with headphones having a conversation at his desk.

emerging trends and evolving expectations

The landscape of employer attractiveness isn't just about what organisations are offering now, but also how they align with the evolving expectations of potential employees. Key drivers like work-life balance, attractive salary and benefits, good training, and job security remain top priorities. Interestingly, equity has emerged as a critical factor, especially among women, reflecting broader social movements towards inclusivity and fairness in the workplace.

bridging the perception gap

Despite the strides in understanding employer attractiveness, a gap remains between what employees desire and what they perceive is available. Employers seem to be doing well in terms of job security but might need to boost perceptions around work-life balance and salary & benefits to align more closely with employee expectations. It’s important to be aware of disparities between what employees value and perceive, as organisations can focus their employer branding efforts to not just meet but exceed expectations in the future.


As we celebrate the achievements of these top employers, it’s clear that understanding and addressing the nuanced needs and changing expectations of the workforce in New Zealand is crucial. For organisations aiming to boost their employer brand and increasingly attract, engage, and retain top talent, focusing on holistic employer branding strategies that address both traditional and emerging employee priorities will be key.

The insights from this year’s Randstad Employer Brand Research not only celebrate success but also guide other employers on how to enhance their attractiveness in an increasingly competitive job market.

an infographic of the top 20 companies as chosen by kiwi jobseekers
an infographic of the top 20 companies as chosen by kiwi jobseekers

For more employer brand insights, visit Randstad Employer Brand Research.

methodology behind the research

Randstad’s Employer Brand Research harnesses the views and perceptions of over 3,823 New Zealanders across a spectrum of demographics, including gender, age, and employment status. This research, part of a global Randstad Employer Brand Survey encompassing over 173,000 respondents, and more than 6,000 companies across 32 markets, reflects deep insights into employer branding, derived from 24 years of research. The study focuses on large employers known by at least 10% of the population, providing a balanced and comprehensive look into what makes an employer desirable. Click here for more.

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