Kolkata, Aug 7 (Agency) Microsoft has emerged as India’s most ‘attractive employer brand’, reveals the findings of Randstad Employer Brand Research (REBR) 2024 – the most comprehensive, independent, and in-depth employer brand research in the world conducted annually. Microsoft scored very high on financial health, good reputation, and career progression opportunities – the top 3 Employee Value Proposition (EVP) drivers for the organization as per the survey that helped the brand earn the winning spot, according to a media statement here on Wednesday.
TCS climbed the rankings this year to emerge as the runner-up, followed by Amazon, which occupied the third spot. Appraised as the true benchmark for employer branding, Randstad’s Employer Brand Research Report 2024 has uncovered new trends in the country’s ever-changing employment landscape. The REBR report has been a blueprint to shape employer brands for organizations across the world for over 24 successful years and it is currently in the 14th edition in India. Drawing insights from over 1.73 lakh respondents worldwide, covering 32 markets and more than 75% of the global economy, the report reveals that work-life balance, equity, and attractive salary & benefits, are the 3 most important EVP drivers for the Indian workforce when choosing an employer. The value attributed to work-life balance grew slightly in relative importance over the past years. Equal opportunities, newly measured this year, emerge as the next crucial factor, surpassing salary and benefits.
Interestingly, Baby Boomers and individuals with higher education levels prioritize this more than others. Over three-quarters of the Indian workforce believe that their employer meets their expectations across all drivers, with consistent results across all demographics. However, the higher educated rated their employer significantly higher on multiple aspects, with over 80% satisfaction on all drivers except for giving back to society (77%). Presenting the REBR 2024 survey insights, Viswanath PS, MD & CEO, Randstad India, said, “The Randstad Employer Brand Research (REBR) report is a comprehensive guide for businesses to gauge the talent pool’s perception of an ideal employer. The insights from this year’s findings reflect the changing expectations of the workforce. As talent increasingly prioritizes work-life balance and equity, organizations need to rethink their talent acquisition and retention strategies. Talent today is not just looking for a job but a clear sense of purpose at work.
As the talent community becomes increasingly aware of the brands they choose to work for, it is imperative to understand their preferences and perceptions.” “The findings of this year’s report suggest that job-switching intent has stabilized since last year. However, employers still need to offer a holistic benefits package with a healthy combination of work-life balance, adequate career progression opportunities, and a flexible and favorable work environment, to retain top talent. Additionally, it is heartwarming to witness that the majority of the workforce received some form of inflation compensation from their employers. The findings also indicate talent’s strong inclination towards leveraging AI in their work, which presents a strong case for employers to consider investing in upskilling their workforce in new-age technologies.” “Overall, the competition for niche talent is expected to continue into the future of work as the pool remains scarce. By aligning the employee value proposition with workforce preferences, employers will be poised to stay competitive in a tight labor market and I hope that the REBR report 2024 serves as a guiding light in that direction.”