insights powered by the Randstad Employer Brand Research

The world’s independent employer branding research provides localized insights into worker drivers, motivators, and preferences in 26 countries. Sign up now to receive the 2017 results as soon as they're published.

understanding your target audience

The Randstad Employer Brand Research provides the insights you need to understand the drivers and motivators of employees and job seekers alike. Use these insights to shape your organization's branding strategy and talent attraction & retention programs.

Every year we conduct research on a host of topics and across geographies. The Randstad Employer Brand Research dives into what people find attractive in an employer. And zooms in on preferred companies, sectors and 10 key attributes incl. salary, career progression and training.

request a 2016 local report >

2016 facts & figures

  • 22%
    the most attractive global sector is IT
  • 44%
    of respondents want flexible hours
  • 52%
    seek job security in a new employer
  • 42
    average number of hours worked per week

recognizing the best of the best

Based on the research, we recognize the most attractive employers, and present them with the Randstad Award trophy. The Randstad Award trophy is not just another prize for the trophy cabinet. 

Meaning that the outcome is solely based on public perception. (i.e. what the public really thinks about the participating companies). We recognize that companies with a lower public profile could be at a disadvantage compared to large companies, with their higher name recognition. So, to create a level playing field, the Randstad Employer Brand Research focuses on three main areas: overall brand awareness, absolute attractiveness and relative attractiveness.


"Workers increasingly take into consideration the softer benefits that an organization may offer, which means employer branding is more important than ever in attracting desirable talent." - James Foley, Senior Director Employer Brand - Randstad Sourceright

about the Randstad Employer Brand Research

who takes part?

We currently undertake the research in 26 countries across Europe, Asia/Pacific and the Americas. To ensure the research is objective, we select the 150 largest companies in each of those countries. This list is presented to a representative cross section of relevant respondents based on region, age and sex: employees and job-seekers between the ages of 18-65. There is a slight bias towards respondents under 40 because the survey’s main target audience is potential employees. 



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 recognize 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 & benefits, work atmosphere and job content.





who were the most coveted employers in 2016?

view the country winners!


Workforce360 is Randstad's platform for the latest insights, opinions, and research on the world of work.
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