prosper through uncertainty, build a standout brand.

In response to these uncertain times, organisations around the world are scrambling for ways to retain both clients and talent.

Our employer brand research will provide you with both insight and advice to help you gain a competitive edge and eliminate potential risk. 

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randstad employer brand research

empower your brand.

Activating a Global Employer Brand Locally, will help you build a better employee experience to attract, engage and retain the best talent for your organisation.

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attract and retain talent.

The world’s largest independent employer branding research provides localised insights into worker drivers, motivators, and preferences in 33 countries. Find out more in the 2020 research.

our research.

  • who takes part?

    We currently undertake the research in 33 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 18-64. 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.

randstad employer brand research

sector insights to align strategy.

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

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talk to a subject matter expert.

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reach your brand potential with our report.

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 fiercely 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.

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