employer brand research 2026.

Competitive salary & benefits remain the foundation of employer choice globally. While work-life balance has narrowed the gap, salary remains the decisive factor when talent make trade-offs. Its importance also grows throughout people's careers, making it an essential pillar of a strong employer value proposition.

Work-life balance is now firmly established as a core expectation for today's workforce, nearly matching salary in importance. It is the leading priority for women and Gen Z, highlighting the growing value talent place on flexibility, wellbeing and sustainable ways of working.

Job security continues to be a defining characteristic of an attractive employer. Consistently valued across generations and regions, it provides the confidence and stability talent seek in an increasingly dynamic labour market.

A pleasant work atmosphere remains a key part of the ideal employer profile. Rather than serving as a differentiator, the research suggests it has become a baseline expectation—something talent expect employers to provide as part of a positive employee experience.

Career progression joins the global top five, reflecting talent's growing focus on long-term growth and employability. Opportunities to develop new skills, advance careers and unlock future potential are becoming increasingly important when evaluating employers.