Randstad’s research found that one of the most significant contributors to employer brand attractiveness is financial health, with 41% of respondents saying it’s essential when considering what makes a great employer. After three years of huge disruption and, more recently, being faced with rising living costs, an organisation’s financial health is a significant drawcard for employees.

personal career growth was also seen as important for 57% of respondents.

This increased to almost 69% for 18–34-year-olds and 68% for those with higher education.
Reskilling or upskilling was also high on the agenda, with 69% of employees saying this was very important. Interestingly, only 58% believed their current employer offered these training opportunities.

job security is the third most crucial factor for employer brands, as 56% of respondents rated it critical.

This differs somewhat between different ages and life stages. For example, the research shows that female job seekers rate job security as vital to them more often than male job seekers (61% vs 51%).
Additionally, feeling secure in their job is more critical for Boomers (65%) versus any other generation (Gen X - 60%, Millennials - 54% or Gen Z - 51%).

Understanding what sets winning employer brands apart is even more critical. Early signs suggest the employment market could enter a new phase following the much debated ‘Great Resignation’.

Our research suggests that 'The Great Regret’ could be just around the corner for some jobseekers, given that one in four (28%) indicated they intended to switch employers in the first six months of 2022. Unfortunately, the grass is not always greener.

For example, focusing on achieving short-term goals like a salary increase versus longer-term priorities like training and development.

Interestingly, supporting employees to upskill or re-skill might be the key to retention. Our research shows that two-thirds (66%) of respondents were likely to stay with their existing employer if they could re-skill or upskill.

category

tags