Insights from the 2025 Randstad Employer Brand Research.

In a year shaped by economic uncertainty, digital disruption, and shifting worker expectations, New Zealand workers are sending a clear message to employers: get the fundamentals right and lead with purpose.

According to the 2025 Randstad Employer Brand Research, the profile of the ideal employer in New Zealand has remained largely stable for the past three years. But the pressure is rising. Talent may not be moving as fast, but they’re thinking harder than ever about what they want and what they won’t tolerate.

So, what do Kiwi workers really want? What’s motivating them to stay or go? And what should you be doing about it?

Let’s unpack the research.

the top 5 drivers of an ideal employer in new zealand

What Kiwi workers value most in 2025 is clear:

  1. Work-life balance
  2. Attractive salary & benefits
  3. Good training and development
  4. Pleasant work atmosphere
  5. Job security

These top five have remained consistent over the last few years, but New Zealanders still say their employers are falling short, especially on the top three. For example:

  • Salary and benefits are the second most important factor, yet they rank only 9th in what employees say they actually receive.
  • Work-life balance ranks 1st in importance, but only 5th in experience.
  • Good training ranks 3rd, yet doesn’t break into the top 10 for many organisations.

This expectation gap is costing employers talent, engagement, and trust.

why are employees leaving?

While intention to switch jobs in New Zealand has declined slightly, actual job changes remain stable, and the reasons people leave are strikingly consistent:

  • 41%: for better work-life balance
  • 37%: because they received an offer they couldn’t refuse
  • 36%: due to a lack of career growth
  • 24%: because their job no longer challenged or engaged them

These drivers show us that too many workers feel stagnant, underpaid, and overlooked. And with 67% of the workforce saying reskilling is important, employees are clearly looking for employers who invest in their future.

generational differences: your EVP can’t be one-size-fits-all

With a deeper dive into generational differences, it reveals some interesting findings.

  • Gen Z values equity and training more than pay, and is more likely to switch roles if career opportunities and progression aren’t visible.
  • Millennials prioritise salary and benefits, but they’re also the most engaged generation - when they feel valued.
  • Gen X is motivated by recognition, yet often feels overlooked.
  • Baby Boomers seek stability and respect, and are the least likely to switch jobs.

The lesson here is your EVP needs to flex for each life stage. If you’re only focused on one group, you’re at risk of losing the others.

Three colleagues having a meeting in a meeting room, while one colleague is making a call outside the room.
Three colleagues having a meeting in a meeting room, while one colleague is making a call outside the room.

motivation is high but so is risk

The good news is that 62% of New Zealanders feel motivated and engaged in their roles, and 46% say they’re more engaged than a year ago.

But the warning is that 46% of disengaged workers are considering switching jobs this year, compared to just 17% of those who are engaged.

So what’s driving motivation and what’s draining it?

top reasons for increased engagement:

  • Strong work-life balance (43%)
  • Feeling valued by their team and manager (37%)
  • Manageable workload (34%)
  • Confidence in job security (33%)
  • Growth opportunities (32%)

top reasons for disengagement:

  • Low salary and benefits (37%)
  • Feeling undervalued or unsupported (33%)
  • Lack of recognition (33%)
  • Limited growth (32%)
  • Poor work-life balance (29%)

Recognition. Growth. Balance. These aren’t perks, they’re essentials for all Kiwis.


upskilling, AI & the future of work

Digital transformation is accelerating, and with it, employee expectations.

  • 67% of New Zealanders say reskilling is critical to their future.
  • AI adoption is rising, with 20% now using it regularly - up from 14% last year.
  • Millennials and digital talent are leading the way with adoption of artificial intelligence, while operational specialists and older workers lag behind.

Yet most employees remain neutral on the impact of AI, meaning they don’t yet see how it benefits them. This is an opportunity (and a warning) for employers.

If you’re not supporting AI integration with training and trust, you’re leaving employees behind.

what leaders should do now

If you’re a business leader, the time to act is now to make your organisation a more attractive employer in New Zealand. Here are five moves to make today:

  • 1. audit your EVP by generation and role

    Are your offerings speaking to digital workers, operational employees, and early-career professionals alike? If not, ask them what matters most.

  • 2. invest in skills, especially human ones

    From AI literacy to emotional intelligence, your people need both technical and people skills to thrive in tomorrow’s workplace. Hire the right people and support your staff with opportunities for development in these key areas.

  • 3. revisit your reward strategy

    Salary is a problem for many in the current economic environment. But don’t stop at pay. Employee benefits, flexibility, recognition, and fairness all influence attraction and retention.

  • 4. put leadership development at the centre

    Poor leadership is still a top reason people leave. Invest in training for your managers to lead with empathy, clarity, and accountability. Your organisation will reap the benefits.

  • 5. deliver real flexibility

    Don’t just offer hybrid work, support it with the right systems, communication rhythms, and culture of trust. Your staff will appreciate it.

listen to what your workers are telling you

New Zealand’s workforce may not be switching jobs at the same rate but they’re more engaged, more selective, and more informed than ever. They’re staying put for now, but only if their needs are being met. So if you’re serious about retaining top talent in 2025 and beyond, start by strengthening your employer brand where it counts: fair pay, flexible work, continuous development, and meaningful recognition.

Because the organisations that get this right won’t just attract the best talent, they’ll keep it.

Need help identifying and closing your EVP gaps? Let’s talk - contact Randstad’s specialist recruitment consultants at: https://www.randstad.co.nz/contact-us/ 

did you know?

  • 41% of workers in New Zealand left a job for better work-life balance
  • 67% of Kiwi workers say reskilling is critical
  • 46% of disengaged employees are planning to leave this year
  • Gen Z is 3x more likely to switch jobs than Baby Boomers
  • AI usage is up 6% year on year but 42% of employees still don’t know how it will impact them
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