what is the randstad employer brand research?
Our research consists of the collection of insights based on perceptions of a general audience, optimizing 25 years of successful employer branding insights. This is an independent survey with more than 170,000 respondents across 16 sectors and more than 6,000 companies surveyed worldwide.
In the report you will find a reflection of employer attractiveness for each market’s largest employers known by at least 15% of the population and key insights compiled to help employers shape their brand.
top 5 reasons employees choose an employer.
explore the themes for 2025.
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salary & benefits
Attractive salary & benefits is consistently the most important driver globally. Its significance increases with age, with Gen Z placing the least emphasis on it, while baby boomers prioritize it the most.
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work-life balance
Work-life balance remains the second most important driver globally. Women value a good work-life balance more than men. Gen X also place great emphasis on this driver.
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job security
Long-term job security, similar to the previous year, is the third most important driver. It is slightly more important for the middle to higher-educated than lower-educated working-age adults.
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pleasant work atmosphere
Pleasant work atmosphere remains the fourth most important driver. Women value it more than men. Older generations find this driver more important than younger generations.
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equity
Equity is now the fifth most important driver, replacing financially healthy which is now 6th. Women find this driver to be much more important than men. Gen Z also find it more important.
download randstad employer brand research 2025.
discover our previous employer branding reports:
