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

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about the Randstad Employer Brand Research

The Randstad Employer Brand Research is the most comprehensive independent research in employer branding based on a representative survey pool of general public respondents (aged 18-65). It provides unique insights into the world of work and gives an understanding of employee and job seekers' drivers and motivators. With Randstad's long and successful track record in delivering employer branding insights since 2000, you can utilise this research to shape your organisation's branding strategy and talent attraction and retention programs.

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

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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 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 18-65. There is a slight emphasis towards respondents under 40 as the survey's main target audience are potential employees (in very small countries, the number of selected companies is 75 and the number of respondents is 4,000).





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.



employer branding

An employer brand represents the image a company projects as a potential employer. If you have a strong employer brand and unique value proposition, your company is considered a distinctive place to work, with attractive brand values and career prospects.

In today's fiercly competitive job market, establishing and maintaining a consistent employer brand is a crucial tool for attracting and retaining the right kind of talent in the long-term. A strong, independent profile and positive perception as an employer makes it easier to recruit the very best candidates. By increasing their identification with the company and creating an emotional bond, it enhances the loyalty of highly-qualified and committed employees.

building a strong employer brand & EVP

Would you like to know how to build a strong employer brand and employee value proposition? Hear from the Top 3 most attractive employers from the 2016 Randstad Award. Virgin Australia, Qantas and BAE Systems share how they have built strong employer brands for their organisations and, together with branding guru Dee Madigan and Randstad CEO Frank Ribout, they all offer inspiration, insights, tips and great advice.

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recognising the best of the best

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


how can you ensure your brand stands out?

Long-term job security has been the most important criterion for choosing an employer in recent years, reflecting the prevailing uncertainty and caution during the global downturn. But in 2014, for the first time in years, salary and benefits were back at the top of the list, underlining people’s increasing optimism.

How does your employer brand stand out? Should you rely on financial reward, or do you promote other values? Find out how previous Randstad Award winners tackled these issues in Standing Out.


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