branding is crucial.
Employer branding is a crucial element of any business, at any size or stage, and in any sector as it can have a positive (or negative) impact on every aspect of your operations. This includes your ability to successfully attract and retain talent, while also saving you money; the ability to engage, and inspire employees to perform at their best; to protect your brand reputation and customer perception; demonstrate resilience and adaptability; innovate and create; and utilise your competitive advantage.
When economic conditions are challenging, all of these elements intensify and can leave areas of your business exposed, especially if you haven’t put in the work in more buoyant times. So it’s important to remember, a consistent and ongoing investment to continuously build and maintain your employer brand will pay dividends for your business in the future.
what is the randstad employer brand research?
Since 2000, the Randstad Employer Branding Research has become globally recognised as the most comprehensive, independent study of its kind, providing valuable insights to help organisations better understand and shape their employer brand to become a sought-after employer.
The annual research – based on opinions from over 163,000 workers and job seekers aged 18 to 64, spanning 32 countries worldwide, and covering 6,022 companies across the globe – sheds light into the shifting preferences and priorities of the global and local workforces, highlighting how employers can adapt their talent attraction and retention strategies to create a more powerful and inclusive employer brand. The research also brings awareness to issues that still present a barrier to employment for some communities.
The results also recognise the most attractive employers and sectors in each country. In Australia, 5,991 members of the general public, between the ages of 18 to 64 were surveyed, covering 75 of Australia’s largest private and public organisations. Respondents were asked about their preferred sectors to work in, what they believe are the best organisations to work for and what makes them attractive, as well as what they want from their jobs, careers, and employers.
The winners represent the ‘people’s choice’, as the outcome is only based on public perception, i.e. what the public really thinks about the participating companies and industry sectors. It’s important to note we recognise that companies with a lower public profile could be at a disadvantage compared to large companies, with higher brand name recognition.
To create a level playing field, the Randstad Research focuses on the relative attractiveness metric – the number of respondents who know the company and say they would like to work for them – thereby eliminating the advantage well-known organisations could have over lesser known brands.
what are the key findings?
With economic uncertainty and job stability at the forefront of many jobseekers’ minds, this year’s research reveals a good work-life balance and competitive salary and benefits packages remain essential considerations for potential employees when considering new employment opportunities. Non-monetary benefits are crucial to potential employees, particularly when salary increases might not be on the table this year. And an employer’s visible and tangible demonstration of their commitment to diversity, equity, inclusion and belonging are highlighted as significant considerations for potential employees when evaluating a potential employer’s offering in the future.
The Randstad Employer Brand Research highlights that employers who prioritise these factors in their EVP and demonstrate their efforts to create an inclusive environment where employees can bring their best selves to work every day, will be well on their way to becoming a competitive and attractive employer brand.
The data and critical insights in Randstad’s Employer Branding Research Report can be used to inform and optimise organisations’ talent strategies and EVP for the future. Learn more about:
• the shifting preferences and priorities of the Australian workforce.
• how to mitigate the perceived risk potential employees face when changing jobs in uncertain times.
• how employers can adapt their talent attraction and retention strategies to create a more powerful and inclusive employer brand.
• issues that still present a barrier to employment for some communities.
• the Top 10 most attractive employers in Australia.
• the Top 10 most attractive sectors in Australia.
• geographic, demographic and sector differences among EVP drivers.
2023 top 20 list.
1. Federal Department of Defence
2. Australian Leisure and Hospitality Group
3. NSW Health
4. QLD Government
5. Federal Government
6. Federal Department of Health
7. BHP
8. Virgin Australia
9. NSW Department of Communities and Justice
10. Ramsay Health Care
11. NSW Government
12. National Disability Insurance Agency
13. Australia Post
14. SA Government
15. JB Hi-Fi Limited
16. SA Health
17. NSW Local Government
18. St Vincent's Health
19. QLD Department of Education and Training
20. VIC Local Government
