In search of the most attractive employers: here is Randstad’s global employer branding top list

This year, the Randstad Employer Brand Research (REBR) report, the world’s largest, independent employer brand research, was completed. During the research, more than 173,000 employees in 32 countries were asked which companies they consider the most attractive and what they expect from an ideal employer.

Globally: technology companies dominate the top list

Samsung topped the 2025 global list, ahead of Apple and Amazon. The South Korean giant owes its first place primarily to its technological innovation, stability and international reputation. The top 10 also includes companies such as Microsoft, Siemens, Mercedes-Benz, BMW, Pfizer, Nestlé and Intel.

The composition of the list clearly shows what factors are important in the eyes of employees: technological leadership, innovation, financial stability and, last but not least, a positive employer reputation.

In Hungary: LEGO again at the top

According to the Hungarian survey, LEGO proved to be the most attractive employer in 2025. Mercedes-Benz took second place and Bosch took third place. Behind the podium are companies such as Samsung, BMW, Continental, Audi, Ericsson, IKEA and Tungsram.

Job security, competitive salary, pleasant working atmosphere, work-life balance and career development opportunities are particularly important aspects among Hungarian employees. The domestic top list was also compiled on these grounds.

Young people: different perspectives, different preferences

The research also examined the age group between 18 and 24 separately. It turned out that the new generation no longer considers financial security, but also meaningful work, flexible frameworks and social responsibility important. In their eyes, the “purpose” of employers, i.e. the goal and mission, is at least as important as the salary.

This generation is also more conscious and selective: they are open to changing jobs if they feel that the company culture is not suitable or there are not enough development opportunities.

What does all this mean for employers?

According to Randstad, employer branding is no longer a mere marketing issue, but a strategic challenge. Companies must pay attention not only to competitive salaries, but also to transparent, authentic communication, the creation of a flexible working environment and improving the employee experience.

As the report puts it: “Attracting and retaining talent is not a matter of chance. Companies must create a consistent and compelling brand promise – and deliver on it.”