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contents
1 introduction
4 sectoral insights
5 top employers
6 methodology
introduction the employer brand
why employer branding roadmap.
matters.
external market analysis
• career motivations and drivers
50% 80%
• specific views of your
company improvement
Companies with positive of candidates of workforce leaders agree that a strong employer brand
brands get twice as many say they wouldn’t has a significant impact on their ability to hire a great
applications as companies work for a workforce. As people work for cultures, not companies, their audit current employer interview employees and leaders assess
with negative brands, and company with perception of you as an employer is of paramount brand to understand: competitors
for workforce
they spend less money a bad reputation – importance. Both recruiters and candidates cite company • employer brand story • their perception of your brand
on employees. even with a culture as one of the most important determinants in • external perception • gaps and areas for improvement
pay increase. employer choice. Also, if your culture is transparent
candidates actively research the culture of companies to
understand if they’ll fit. If candidates see positive employee
and candidate experiences on review sites, they feel more
96% 62% 88% confident submitting their resume and making a career launch employer develop the employer brand create the brand pillars and
move. brand internally strategy and creative assets employee value proposition
• gain employee
agree that of millennials and
and leadership
alignment candidates minorities agree
feedback
87% 80%
of personal research that being part
values with companies of the right
a company’s on social company culture
culture is a media really matters companies with joined a company have left a activate employer brand measure, assess
externally and refine
key factor before to them. bad reputations specifically company
in their applying. pay 10% more because of specifically
satisfaction per hire. cultural fit. because of
working its culture.
there.
30 countries surveyed • Austria
covering morethan
• Australia
• Argentina
• Belgium
countries surveyed
Randstad
Employer Brand employee - employer exchange
Research 2018 in India.
India summary.
what employees in India what employers in gap top 3
seek in an employer India offer
1. salary & benefits
1. salary & benefits 1. financially healthy 2. work-life balance
2. work-life balance 2. very good reputation 3. job security
3. job security 3. uses latest technologies
4. career progression 4. salary & benefits
5. financially healthy 5. career progression
6. very good reputation 6. pleasant work atmosphere
7. uses latest technologies 7. job security
8. pleasant work atmosphere 8. interesting job content
9. gives back to society 9. work-life balance
10. interesting job content 10. gives back to society
46% 47%
35% 45%
46% 45%
57% 40%
43% 42%
48% 38%
40% 38%
28% 39%
38% 39%
33% 38%
31%
age 45 – 64
women
women place more value than men
40% workforce aged 45 - 64 finds a financially
healthy company more important than
on good training. workforce under 45 does.
top reasons
job security 45%
stay or leave.
financially healthy 39%
*of the respondents who said they stayed with the same employer for the past year and who do not plan to leave in the coming year
** of the respondents who said they changed employers in the past year or plan to do so in the coming year
factors Indian employees
stay by profile. age
age 18 - 24
33%
workforce aged 18 - 24 is more likely to stay with
their employer if they offer interesting job content,
gender
compared to workforce over aged 25 - 44.
men
48% age 25 - 44
40%
workforce aged 25 - 44 is more likely to stay with an
employer if they have the opportunity to a good work-life
balance, when compared to workforce under 25.
men are more likely than women to stay
with their current employer if they have a
sense of job security.
age 45 - 64
37%
workforce aged 45 - 64 is more likely than workforce
women under 45 to stay with an employer if the company is
42%
conveniently located.
29%
employees with a masters degree are most likely to stay
if their employer offers flexible working arrangements,
compared to those with a bachelors degree.
bachelors
45%
employees with a bachelors degree are most likely
to stay with their employer if they have a sense of
job security.
age
factors Indian employees age 18 – 24
17%
workforce aged 18 - 24 is more likely to leave than
leave by profile.
those over 24 because they have a poor relationship
with their direct manager.
age 25 – 44
26%
workforce aged 25 - 44 is more likely to leave
because they experience insufficient flexible
work options than workforce aged 45 - 64 does.
age 45 – 64
46%
workforce aged 45 - 64 is more likely to leave than
workforce under 45 if their compensation is too
low compared to other companies.
gender education
men masters
42%
men are most likely to leave their current
43%
employees with a masters degree are
employer because of a lack of growth most likely to leave due to a lack of career
opportunities. growth opportunities.
women bachelors
43% 41%
women are most likely to leave their employees with a bachelors degree are
current employer because of a lack of most likely to leave due to a lack of career
growth opportunities. growth opportunities.
top 5
flexible and willing to change 49%
EVP driver 1 2 3
attractive salary & benefits IT, ITeS, Telecom auto energy
career progression IT, ITeS, Telecom auto BFSI
financially healthy auto IT, ITeS, Telecom BFSI
gives back to society IT, ITeS, Telecom energy retail, FMCG & e-commerce
interesting job content IT, ITeS, Telecom auto energy
job security auto BFSI energy
pleasant working atmosphere IT, ITeS, Telecom auto retail, FMCG & e-commerce
uses latest technologies IT, ITeS, Telecom auto energy
good reputation auto IT, ITeS, Telecom retail, FMCG & e-commerce
work-life balance IT, ITeS, Telecom energy auto
India’s sectors score best
on these 3 EVP drivers.
top 3 EVP drivers
sector 1 2 3
IT, ITeS, Telecom uses latest technologies financially healthy very good reputation
retail, FMCG & e-commerce very good reputation financially healthy uses latest technologies
pharma & healthcare very good reputation financially healthy uses latest technologies
India's most attractive
employer brands.
top
Amazon
Hindustan Unilever
IBM
approach.
attractiveness' and 'relative attractiveness'. A smaller,
lesser-known company may actually be a more appealing
potential employer than a larger, well-known company.
However, based on absolute attractiveness, the high
profile organization would rank better in the ratings due to
greater public awareness. To make sure that a small
company's ranking is not impacted adversely by its brand
awareness, the Randstad Employer Branding Research
distinguishes between absolute attractiveness (among all
respondents) and relative attractiveness (among
The Randstad Employer Brand Research Around 3,500 potential job seekers and
respondents who know the company).
programme is based on a robust research employees aged between 18 and 65 were
platform that gives unique insights into surveyed. Interviews were conducted in
the key drivers of talent attraction within the last quarter of 2017.
our country and across the world. The 30
Respondents are invited by means of
participating countries are from Europe,
interviews to select the companies they
Asia Pacific and the Americas, where
know from a random list; each company
Randstad has active presence.
appearing approximately 1500 times
In each country, 150+ large companies at random during the entire
are chosen for the survey. This company research survey.
list is presented to a representative
The margin of error on a sample of 1500
cross-section of relevant respondents:
is plus or minus 1.245% points at the 95%
around 3,500 potential and employed
level of confidence. This means that
workforce between the age group
there is a 95% chance that the responses
of 18-65.
of the target population as a whole would
There is more emphasis on people aged fall somewhere between 1.245% more or
between 25-44. Unlike similar surveys, HR 1.245% less than the responses of the
officers, staff or experts are not invited to sample (confidence interval of 2.49% on
take part in the survey, which guarantees the worst case percentage of 50%).
maximum objectivity. The respondents
are asked to identify the companies they
recognize and then 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 key factors.
unique methodology, about Randstad India
unique results Randstad India offers the broadest HR services portfolio
ranging from Staffing, Search & Selection to Recruitment
We apply this methodology because a uniform Process Outsourcing (RPO). The organization has a vast
approach makes it easier to draw useful network of offices across the country to be within the reach
comparisons between countries. This is also of clients, candidates and flexi workers. The company,
why the research is conducted almost previously called Ma Foi is a leader in the HR services industry
simultaneously across all regions. The method in India for the past 26 years and became part of Randstad
through its global acquisition of Vedior in 2008. The Randstad
is very useful because it significantly
Group is one of the leading HR services providers in the
contributes to our knowledge about employer world, active in 39 countries across the globe.Randstad India
branding, and about why people select certain continues to focus on developing customized and innovative
jobs and employers. HR services, leveraging on its unique strengths of
geographical presence and end-to-end capability across all
The company reports detail the strengths and HR service functions.
key factors for success weaknesses of their external employer brand
For more information: www.randstad.in
and provide each company with an excellent
The winner of the Randstad Award in each industry benchmark. These reports are
country is based on how appealing the confidential. The general report (containing about Randstad
selected company is as a potential employer to the main results per country, including the The Randstad Group is a global leader in the HR services
the respondents. To determine this, we ask one Randstad Award winner) is made available to industry and specialized in solutions in the field of flexible
simple question: Would you like to work for this the public. work and human resources services. We support people and
company? The companies are also evaluated organizations in realizing their true potential. Our services
range from regular temporary Staffing and permanent
on key factors that have been derived from our
placements to Inhouse Services, Professionals, and HR
18 years of experience with the Randstad
Solutions (including Recruitment Process Outsourcing,
Award. These factors determine the perception Managed Services Programs, and outplacement). Randstad
of the employer brand. has top-three positions in Argentina, Belgium & Luxembourg,
Canada, Chile, France, Germany, Greece, India, Italy, Mexico,
The key factors are (in random order): the Netherlands, Poland, Portugal, Spain, Sweden,
• career progression Switzerland, the UK, and the United States, and major
positions in Australia and Japan. At year-end 2017, Randstad
• financially healthy
had 38,331 corporate employees and 4,858 branches and
• good training
Inhouse locations in 39 countries around the world. In 2017,
• job security Randstad generated revenue of € 23.3 billion. Randstad was
• salary & benefits founded in 1960 and is headquartered in Diemen, the
• strong management Netherlands. Randstad Holding nv is listed on the NYSE
• uses latest technologies Euronext Amsterdam, where options for stocks in Randstad
are also traded.
• very good reputation
• work atmosphere For more information: www.randstad.com
• work-life balance