Employer Brand Research 2024 – Global Report

Introduction

The world of work is undergoing significant transformation driven by technological advancements, demographic shifts, and evolving societal expectations. Adapting to the new post-pandemic landscape, inflation, and rising living costs continues to be a challenge. Alongside the increasing importance of diversity, equity, and inclusion, employers are recognizing the value of diverse workplaces, which foster innovation and better reflect the workforce’s needs.

Key Findings

1. Employee Priorities:
   • The most important factors remain attractive salary and benefits, work-life balance, and job security.
   • Employers often fall short of employee expectations, particularly in terms of attractive salaries, which rank eighth in satisfaction.
2. Job-Switching Trends:
   • Job switching is on the rise globally. Generation Z shows the highest inclination to change jobs, while Millennials lead in actual job switches.
   • The main reasons for changing jobs are better work-life balance and inadequate compensation.
3. Workplace Equity:
   • Equity has become one of the top five drivers, especially among women, Generation Z, and minority groups.
   • Employers need to improve equity, focusing on providing growth and development opportunities for all employees.
4. AI and Artificial Intelligence Adoption:
   • AI usage is becoming more prevalent, particularly in the Asia-Pacific region.
   • Current AI users are more optimistic about its impact, while Europeans tend to be more skeptical.

Recommendations for Employers

• Employee Expectations and Satisfaction: Employers should focus on enhancing work-life balance and creating a pleasant work environment to increase employee satisfaction.
• Equity and Inclusion: Implementing and prioritizing equity-focused programs is essential to ensure fair opportunities for all employees.
• AI Education and Integration: Developing comprehensive AI training programs is necessary to engage neutral or skeptical employees and showcase the benefits of AI.

Regional Differences

• North American employees have the highest job-switching rates, while Latin America shows the highest intention to switch jobs.
• European employees and women are more critical of their employers, especially regarding salaries and benefits.

The Randstad Employer Brand Research 2024 report highlights the global workforce’s priorities and perspectives and identifies areas where employers can improve their strategies. The report aims to help employers maintain competitiveness and attract top talent in an ever-changing market.