randstad employer brand research.

Randstad is the world's largest HR services provider. Our main goal is to become the world's most valued ‘working life partner’, supporting as many people as possible in realising their true potential throughout their working lives. We provide companies with the high quality, diverse, and agile workforces they need, while helping people get rewarding jobs and stay relevant in the ever-changing world of work.

In the Randstad Employer Branding Research, we offer our market experience to interpret perceptions and results, without taking part in the answers, study or most attractive companies selection. Randstad does not make the decisions, the results of the report are quantitative. What we offer our clients is our market experience and know-how, as well as interpret perceptions.

Randstad Employer Brand Research offers some valuable insights that companies can benefit from. It provides a perception analysis of different criteria, from salary and benefits to training and work-life balance. The reason our data is so relevant and beneficial to your company is because one of the main advantages of this report is that you get access to segmented results, organised by generation, city and driver/perception. You can also analyse sector attractiveness by segments and identify outliers. 

With our Randstad Employer Branding Research, companies can better understand the target market’s preferences and expectations and, therefore, they can update and introduce new strategies to recruit and advertise based on the perception of the representative sample of the active market in each segment.

We ask the respondents to think about their ideal employer and also their current employer, and to rank the most important  elements that this organisation should definitely have or that they consider it to have. All the options are HR related, such as work-life balance or training. The results of this section allow us to have insights of what are the main drivers of a job decision per region, country, age, education, gender and specialisation.

The second section of the research is where we identify the most attractive sectors and companies, based on the respondents perceptions. To get these results, all countries provide a certificated database of their top 75 companies, based on the number of employees. This list includes Randstad clients, but that is not considered, the criteria is only related to the number of registered employees. This 75 list per country will be ranked in awareness and attractiveness. Awareness is only considered to assure that there is enough data about the company, so we can value how attractive this company is. In Australia, results from brands with less than 20% awareness are not considered, due to the size of the sample.