build a standout employer brand.

With borders closed and talent scarcity increasing the importance of retaining and attracting people has never been more important. 

Our employer brand research will provide you with both insight and advice to help you gain a competitive edge.

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attract and retain talent.

The world’s largest independent employer branding research provides localised insights into worker drivers, motivators, and preferences in New Zealand. Find out more in the 2021 research.

about the research.

  • who takes part?

    We currently undertake the research in 34 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 18-64. There is a slight emphasis towards respondents under 40 as the survey's main target audience are potential employees. In New Zealand the number of respondents is 4,152.

  • 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.

  • New Zealand in focus

    Our research shows the perception of Kiwis towards your company and how you are performing against other organisations in your market. Empowered with these insights you can improve your attraction, retention and overall employer brand strategy.

sector insights to align strategy.

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 sectors and the desired 10 key attributes including salary, career progression, and training.

This year we have done a deep dive into the tech as well as the public sector.

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