be a talent magnet, build a standout employer brand.

Randstad's insights into employer branding provide organisations with the latest trends, sharp observations and a vision on what having a strong employer brand means.

Every year, we conduct research on a host of topics and across a number of geographies. The employer brand research dives into what people find attractive in an employer, zooming in on preferred companies, sectors and the desired 10 key attributes including salary, career progression, and training.

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about the employer brand research

The employer brand research is the most comprehensive independent research in employer branding based on a representative survey pool of general public respondents (aged 18-65). It provides unique insights into the world of work and gives an understanding of employee and job seekers' drivers and motivators. With Randstad's long and successful track record in delivering employer branding insights since 2000, you can utilise this research to shape your organisation's branding strategy and talent attraction and retention programs.

employer brand research

The world’s largest independent employer branding research provides localised insights into worker drivers, motivators, and preferences in 30 countries. Sign up now to receive the 2018 research.

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about the research

  • who takes part?

    We currently undertake the research in 30 countries across Europe, Asia-Pacific and the Americas. To ensure the research is objective, we select the 150 largest companies in each of those chosen countries. The selection criteria is companies with more than 1,000 employees. This list is presented to a representative cross section of relevant respondents based on region, age and gender; 10,000 members of the general public, between the ages of 18-65. There is a slight emphasis towards respondents under 40 as the survey's main target audience are potential employees (in very small countries, the number of selected companies is 75 and the number of respondents is 4,000).

  • what makes it different?

    Unlike similar surveys, we do not invite HR officers, staff members or experts to take part in the survey - this guarantees maximum objectivity. The respondents are asked to identify the companies they recognise and to indicate whether or not they would like to work for them. In the next step, they evaluate the relative attractiveness of each of the selected companies based on 10 key factors including salary and benefits, work atmosphere and job content.

watch the employer branding video

An employer brand represents the image a company projects as a potential employer. If you have a strong employer brand and unique value proposition, your company is considered a distinctive place to work, with attractive brand values and career prospects. In today's fiercely competitive job market, establishing and maintaining a consistent employer brand is a crucial tool for attracting and retaining the right kind of talent in the long-term.

request the 2018 employer brand research report 

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