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<!DOCTYPE html> <html lang="en" dir="ltr" prefix="og: https://ogp.me/ns#" class="opco-nz"> <head> <meta charset="utf-8" /> <meta name="description" content="Randstad's insights into employer branding provide organisations with the latest trends, sharp observations and a vision on what having a strong employer brand means." /> <meta name="keywords" content="employer brand research, employer branding" /> <link rel="canonical" href="https://www.randstad.co.nz/employer-brand-research/" /> <meta name="robots" content="index, follow" /> <meta name="google" content="naOAHO4aDjxXO-OkYn7pyi3-MyNi39w3yocmpV7hRmE" /> <meta property="og:url" content="https://www.randstad.co.nz/employer-brand-research/" /> <meta property="og:title" content="employer brand research" /> <meta property="og:description" content="Randstad's insights into employer branding provide organisations with the latest trends, sharp observations and a vision on what having a strong employer brand means." /> <meta property="og:image" content="https://www.randstad.co.nz/s3fs-media/nz/public/bynder/0F011269-4ABD-4D06-8A635544B8899394-1.svg" /> <meta name="twitter:description" content="Randstad's insights into employer branding provide organisations with the latest trends, sharp observations and a vision on what having a strong employer brand means." /> <meta name="twitter:title" content="employer brand research" /> <meta name="twitter:image" content="https://www.randstad.co.nz/s3fs-media/nz/public/bynder/0F011269-4ABD-4D06-8A635544B8899394-1.svg"> <meta name="facebook-domain-verification" content="d5p16uzerbhd2gy91aykx7bo8p0tk8" /> <meta name="google-site-verification" content="J1siuCirpif0zo7ymUmpcgggnzlpkD0fW3SElvVlvdU" /> <script type="application/ld+json">{"@context":"https://schema.org","@type":"FAQPage","mainEntity":[{"@type":"Question","name":"what does randstad do?","acceptedAnswer":{"@type":"Answer","text":"<p>Randstad is the world's largest HR services provider. Our main goal is to become the world's most valued \u2018working life partner\u2019, 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.</p><p>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.</p>"}},{"@type":"Question","name":"how can this benefit my company?","acceptedAnswer":{"@type":"Answer","text":"<p>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. </p><p>With our Randstad Employer Branding Research, companies can better understand the target market\u2019s 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.</p>"}},{"@type":"Question","name":"drivers and attractiveness","acceptedAnswer":{"@type":"Answer","text":"<p>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.</p><p>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 150 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 150 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. 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Our research has been implemented in 32 countries worldwide, providing us with a vast range of valuable data and insights that we use to guide employers towards impactful employer branding.</p> <a href="#anchor_signup" aria-label="request the report" title="request the report" class="button">request the report</a> </div> <div class="header__media media-block"> <img src="/s3fs-media/nz/public/bynder/DD9E162A-91C4-4B05-8583A2135D8A239A-3.svg?VersionId=4WNVd4_.Pbul7Pxie4zDNaVnKOSrHSad" alt="an illustration of three different people" title="an illustration of three different people" /> </div> </div> </header> <div data-drupal-messages-fallback class="hidden"></div> <main role="main"> <div > <article> <div> <div class="banner bg-variant-brand-tertiary "> <div class="banner__wrapper wrapper"> <div class="banner__media media-block media-block--boxed"> <button class="button--play button--icon-only" data-rs-video="videoBoxedSplit-672293502" aria-label="play the video"> <span class="icon icon--inline icon--xxxl icon--static"> <svg> <use xlink:href="/themes/custom/bluex/dist/assets/image/icons.svg#play-circle-120"></use> </svg> </span> <span class="hidden--visually">play the video</span> </button> <picture> <source srcset="/s3fs-media/nz/public/styles/lazy_load_default/public/2024-07/1.png?VersionId=JGUeSpCYk4Ska1QL5wKQj1k.uFwsDjA2&itok=lYgb2Lt_ 1x" media="(min-width: 941px)" type="image/png" width="600" height="400" data-rlis="/s3fs-media/nz/public/styles/banner_media_small_desktop/public/2024-07/1.png?VersionId=UuvX_EG.YRrTu8.eISuT3YkKKwJtSA5L&itok=gegJa27N 1x"/> <source srcset="/s3fs-media/nz/public/styles/lazy_load_default/public/2024-07/1.png?VersionId=JGUeSpCYk4Ska1QL5wKQj1k.uFwsDjA2&itok=lYgb2Lt_ 1x" media="(min-width: 501px)" type="image/png" width="500" height="333" data-rlis="/s3fs-media/nz/public/styles/banner_media_small_tablet/public/2024-07/1.png?VersionId=N4a1IJGhZlN33rRHqpwmOfzHU.xQr9rC&itok=7gr7b9e6 1x"/> <source srcset="/s3fs-media/nz/public/styles/lazy_load_default/public/2024-07/1.png?VersionId=JGUeSpCYk4Ska1QL5wKQj1k.uFwsDjA2&itok=lYgb2Lt_ 1x" media="(min-width: 0px)" type="image/png" width="325" height="216" data-rlis="/s3fs-media/nz/public/styles/banner_media_small_mobile/public/2024-07/1.png?VersionId=JXb6W8KgpMRC71hI3edADYpY_63L9BNK&itok=9ozW7Ojl 1x"/> <img src="/s3fs-media/nz/public/styles/banner_media_small_desktop/public/2024-07/1.png?VersionId=UuvX_EG.YRrTu8.eISuT3YkKKwJtSA5L&itok=gegJa27N" alt="an image of a man talking about what kiwi's want from their employer in 2024" title="an image of a man talking about what kiwi's want from their employer in 2024" loading="lazy" /> </picture> </div> <div class="banner__content content-block"> <h2 class="content-block__title">what do kiwi's want from their employer in 2024?</h2> </div> </div> </div> <div class="modal modal--media" data-rs-video-modal="videoBoxedSplit-672293502"> <button class="button--icon-only modal__close" aria-label="close"> <span class="icon icon--l icon--inline"> <svg> <use xlink:href="/themes/custom/bluex/dist/assets/image/icons.svg#close-30"></use> </svg> </span> </button> <div class="wrapper modal__aspect-ratio modal__aspect-ratio--16-9" role="dialog" aria-modal="true"> <div class="modal__media aspect-ratio aspect-ratio--16-9"> <iframe title="what do kiwi's want from their employer in 2024?" src="https://www.youtube-nocookie.com/embed/CQlyFRfdV34?feature=oembed" allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" data-rs-video-iframe="videoBoxedSplit-672293502" data-bit-model-index="0" loading="lazy" width="560" height="315"></iframe> </div> </div> </div> <div class="banner bg-variant-white "> <div class="wrapper l:flex"> <div class="banner__media media-block"> <img src="/s3fs-media/nz/public/bynder/0B78DF8A-9C16-4685-AC051E1790AFA268-3.svg" alt="an illustration of a globe" /> </div> <div class="banner__content content-block"> <h2 class="content-block__title">about the randstad employer brand research.</h2> <div class="content-block__description body-copy"><p>The Randstad Employer Branding Research is a globally recognised study that spans 32 markets. It awards the Most Attractive Employers based on opinions from workers and job seekers aged 18 to 64. With over 20 years of experience, it boasts an impressive sample size of approximately 163,000 respondents and covers 6,022 companies across the globe. Trust this comprehensive report to gain a deep understanding of employer branding trends and make informed decisions for your organisation.</p></div> <a href="#anchor_here" aria-label="learn more" title="learn more" class="button">learn more</a> </div> </div> </div> <div class="banner bg-variant-brand-primary banner--alternative"> <div class="wrapper l:flex"> <div class="banner__media media-block"> <img src="/s3fs-media/nz/public/2024-02/randstad_masterbrand_touch_illustration_star_rgb_usebackgroundblue.svg" alt="three stars in blue, cyan and white" loading="lazy" /> </div> <div class="banner__content content-block"> <h2 class="content-block__title">new zealand in focus.</h2> <div class="content-block__description body-copy"><ul> <li>What are the most important drivers for Kiwis when evaluating a potential employer?</li> <li>Which companies are among the top 20 most attractive employers in New Zealand?</li> <li>How are you performing against other organisations in your sector?</li> </ul> <p>.... learn this and more in the 2024 report.</p></div> <a href="/employers/employer-brand-research/#anchor_signup" aria-label="request report" title="request report" class="button">request report</a> </div> </div> </div> <div class="banner split-view--photo bg-variant-brand-tertiary "> <div class="banner__wrapper wrapper"> <div class="banner__media media-block media-block--center media-block--half-width"> <picture> <source srcset="/s3fs-media/nz/public/styles/lazy_load_default/public/2024-03/website_large-rm_002.jpg?itok=1saFR_tH 1x" media="(min-width: 941px)" type="image/jpeg" width="1191" height="980" data-rlis="/s3fs-media/nz/public/styles/banner_media_desktop/public/2024-03/website_large-rm_002.jpg?VersionId=4srt2j4FUlE1j0LmBBhfjLCkuMFaQirL&itok=RuiFfmZO 1x"/> <source srcset="/s3fs-media/nz/public/styles/lazy_load_default/public/2024-03/website_large-rm_002.jpg?itok=1saFR_tH 1x" media="(min-width: 501px)" type="image/jpeg" width="1000" height="562" data-rlis="/s3fs-media/nz/public/styles/banner_media_tablet/public/2024-03/website_large-rm_002.jpg?VersionId=VbOwXYjbMM0xXpxqb.YYpQXHmozQ3OsU&itok=wNyqXSJG 1x"/> <source srcset="/s3fs-media/nz/public/styles/lazy_load_default/public/2024-03/website_large-rm_002.jpg?itok=1saFR_tH 1x" media="(min-width: 0px)" type="image/jpeg" width="1000" height="562" data-rlis="/s3fs-media/nz/public/styles/banner_media_tablet/public/2024-03/website_large-rm_002.jpg?VersionId=VbOwXYjbMM0xXpxqb.YYpQXHmozQ3OsU&itok=wNyqXSJG 1x"/> <img src="/s3fs-media/nz/public/styles/banner_media_desktop/public/2024-03/website_large-rm_002.jpg?VersionId=4srt2j4FUlE1j0LmBBhfjLCkuMFaQirL&itok=RuiFfmZO" alt="an image of a woman working in her office space in front of her laptop" title="an image of a woman working in her office space in front of her laptop" loading="lazy" /> </picture> </div> <div class="banner__content content-block"> <p class="content-block__eyebrow">what is employer branding and</p> <h2 class="content-block__title">why is it important?</h2> <div class="content-block__description body-copy"><p>Employer branding is the process of showcasing your company's reputation, mission, and values to attract and retain top talent. By highlighting the positive aspects of your organisation, you can demonstrate why it's an exceptional place to work.</p> <p>Attracting new talent is a reflection of your belief in your company's purpose, shaping the external perception of your organisation. This makes investing in your employer branding strategy crucial. To foster business growth, it's essential to dedicate effort upfront, which will ultimately yield a workforce that is enthusiastic and fulfilled. Don't miss out, read our exceptional research today. </p></div> </div> </div> </div> <div class="banner carousel carousel--quote banner--alternative bg-variant-brand-secondary" data-rs-carousel="quote"> <div class="banner__slide hidden " data-rs-carousel-slide=""> <div class="wrapper l:h-full l:flex"> <div class="media-block"> <img class="quotes " src="/themes/custom/bluex/src/assets/img/Quote_OffWhite.svg" alt="Quote"> </div> <div class="content-block "> <blockquote> <p class="content-block__description">It was great to have insight that reflected how we were perceived externally as an employer. Partnering this with what our team have told us is important to them internally, gave us a clear understanding of the strengths we can leverage and the areas to focus our attention on.</p> <p class="content-block__author text--emphasis">- kirsten riechelmann, head of people experience, mitre 10</p> </blockquote> </div> </div> </div> </div> <div id="anchor_signup"></div> <div class="block bg-variant-white"> <div class="block__wrapper wrapper"> <div class="block__header"> <h2 class="block__title">request the report.</h2> </div> <div class="block__content block__content--xs"> <div class="bluex-hubspot-form" id="HubspotForm_6699"></div>  <script charset="utf-8" type="text/javascript" src="//js.hsforms.net/forms/v2.js"></script> <script> hbspt.forms.create({ portalId: "4839681", formId: "b41e3a3b-3838-45d1-a00a-17ddc51cc015", target: "#HubspotForm_6699" }); </script> </div> </div> </div> <div id="anchor_here"></div> <div class="block bg-variant-brand-secondary"> <div class="block__wrapper wrapper"> <div class="block__header"> <h2 class="block__title">learn more about the randstad employer brand research.</h2> </div> <div class="block__content"> <div class="l:mb-l"><p>how we can help you and your business with our insightful research. </p></div> <ul class="link-list link-list--single accordion"> <li class="link-list__item"> <div class="collapsible__trigger" data-rs-collapsible="" data-rs-toggable="" role="button" tabindex="0"> <h3 class="link-list__link"> what does randstad do? <span class="hidden--from-l toggle-arrow icon"> <svg> <use xlink:href="/themes/custom/bluex/dist/assets/image/icons.svg#chevron-down"></use> </svg> </span> <span class="hidden--until-l toggle-arrow icon icon--l"> <svg> <use xlink:href="/themes/custom/bluex/dist/assets/image/icons.svg#chevron-down-30"></use> </svg> </span> </h3> </div> <div class="collapsible__content body-copy" data-rs-collapsible-content=""> <div class="collapsible__content--wrapper"> <p dir="ltr">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.</p> <p>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.</p> </div> </div> </li> <li class="link-list__item"> <div class="collapsible__trigger" data-rs-collapsible="" data-rs-toggable="" role="button" tabindex="0"> <h3 class="link-list__link"> how can this benefit my company? <span class="hidden--from-l toggle-arrow icon"> <svg> <use xlink:href="/themes/custom/bluex/dist/assets/image/icons.svg#chevron-down"></use> </svg> </span> <span class="hidden--until-l toggle-arrow icon icon--l"> <svg> <use xlink:href="/themes/custom/bluex/dist/assets/image/icons.svg#chevron-down-30"></use> </svg> </span> </h3> </div> <div class="collapsible__content body-copy" data-rs-collapsible-content=""> <div class="collapsible__content--wrapper"> <p dir="ltr">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. </p> <p dir="ltr">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.</p> </div> </div> </li> <li class="link-list__item"> <div class="collapsible__trigger" data-rs-collapsible="" data-rs-toggable="" role="button" tabindex="0"> <h3 class="link-list__link"> drivers and attractiveness <span class="hidden--from-l toggle-arrow icon"> <svg> <use xlink:href="/themes/custom/bluex/dist/assets/image/icons.svg#chevron-down"></use> </svg> </span> <span class="hidden--until-l toggle-arrow icon icon--l"> <svg> <use xlink:href="/themes/custom/bluex/dist/assets/image/icons.svg#chevron-down-30"></use> </svg> </span> </h3> </div> <div class="collapsible__content body-copy" data-rs-collapsible-content=""> <div class="collapsible__content--wrapper"> <p dir="ltr">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.</p> <p dir="ltr">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 150 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 150 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 New Zealand, results from brands with less than 10% awareness are not considered, due to the size of the sample. </p> </div> </div> </li> </ul> </div> </div> </div> <div class="banner carousel carousel--photo bg-variant-brand-primary"> <div data-rs-carousel="photo"> <div class="banner__slide hidden banner--alternative" data-rs-carousel-slide="" data-rs-carousel-text-color=""> <div class="wrapper l:flex l:h-full items-center"> <div class="banner__media media-block media-block--full-width" data-rs-carousel-dots-height=""> <picture> <source srcset="/s3fs-media/nz/public/styles/carousel_photo_bubble_full_desktop/public/2024-06/website_large-re_1173.jpg?VersionId=5L4ImegC8gF7Jadu94A1cEWQMFeAsbZq&itok=Tjz-6d69 1x" media="(min-width: 941px)" type="image/jpeg" width="3000" height="1600"/> <source srcset="/s3fs-media/nz/public/styles/lazy_load_default/public/2024-06/website_large-re_1173.jpg?VersionId=l406.pSi.boNiorj3QG8Jd2_499WMwcT&itok=gX3ctEBH 1x" media="(min-width: 501px)" type="image/jpeg" width="960" height="600" data-rlis="/s3fs-media/nz/public/styles/banner_media_full_tablet/public/2024-06/website_large-re_1173.jpg?VersionId=klBRmimwXuquISo9szK4H7VRa61IO224&itok=Yybe5-PG 1x"/> <source srcset="/s3fs-media/nz/public/styles/lazy_load_default/public/2024-06/website_large-re_1173.jpg?VersionId=l406.pSi.boNiorj3QG8Jd2_499WMwcT&itok=gX3ctEBH 1x" media="(min-width: 0px)" type="image/jpeg" width="960" height="600" data-rlis="/s3fs-media/nz/public/styles/banner_media_full_tablet/public/2024-06/website_large-re_1173.jpg?VersionId=klBRmimwXuquISo9szK4H7VRa61IO224&itok=Yybe5-PG 1x"/> <img src="/s3fs-media/nz/public/styles/carousel_photo_bubble_full_desktop/public/2024-06/website_large-re_1173.jpg?VersionId=5L4ImegC8gF7Jadu94A1cEWQMFeAsbZq&itok=Tjz-6d69" alt="A man in conversation" loading="lazy" /> </picture> </div> <div class="banner__text-container content-block text--light-from-l"> <h2 class="grid grid-cols-6 col-span-6"> <span class="col-span-5"> <span class="content-block__bubble content-block__bubble-top l:mb-xs">looking for people?</span> </span> <span class="col-span-5 col-start-2"> <span class="content-block__bubble content-block__bubble-bottom">submit a vacancy today.</span> </span> </h2> <div class="col-span-6 l:col-span-4"> <p class="content-block__description"></p> <a href="mailto:ClientSolutions@randstad.co.nz" aria-label="submit now" title="submit now" class="button">submit now</a> </div> </div> </div> </div> </div> <div class="carousel__dots carousel__dots--photo" data-rs-slider-dots="" data-rs-carousel-dots-color=""></div> </div> <div class="block blog-overview blog-overview--grid blog-overview--carousel-on-s bg-variant-brand-tertiary"> <div class="block__wrapper block__wrapper--stacked wrapper"> <div class="block__header block__header--l block__header--split "> <h2 class="block__title">more on employer brand.</h2> </div> <div class="block__content"> <div class="blog-overview__wrapper " data-rs-carousel-wrapper=""> <ul class="blog-overview__list" data-rs-carousel="blog-overview--grid"> <li class="blog-overview__item"> <a href="/hr-news/employer-branding/what-an-inclusive-workplace/" class="blog-overview__link"> <article class="blog-overview__article"> <span class=" blog-overview__media aspect-ratio aspect-ratio--3-2 media-block--center " data-rs-carousel-image=""> <picture> <source srcset="/s3fs-media/nz/public/styles/lazy_load_default/public/bynder/48FCA26D-06B5-4841-9F5D6E17C01F2243.webp?itok=9AQz-ji_ 1x" media="(min-width: 941px)" type="image/webp" width="400" height="270" data-rlis="/s3fs-media/nz/public/styles/article_overview_slider/public/bynder/48FCA26D-06B5-4841-9F5D6E17C01F2243.webp?VersionId=_lUTAWp8bApEnN_Ldc4Hp5SKHls0LFNC&itok=kAt5ZYj8 1x"/> <source srcset="/s3fs-media/nz/public/styles/lazy_load_default/public/bynder/48FCA26D-06B5-4841-9F5D6E17C01F2243.webp?itok=9AQz-ji_ 1x" media="(min-width: 501px)" type="image/webp" width="500" height="330" data-rlis="/s3fs-media/nz/public/styles/article_overview_tablet_slider/public/bynder/48FCA26D-06B5-4841-9F5D6E17C01F2243.webp?VersionId=f4U9JpEXH.xBB_Kr6lALvtKHhlz7Asmt&itok=NBg4J20L 1x"/> <source srcset="/s3fs-media/nz/public/styles/lazy_load_default/public/bynder/48FCA26D-06B5-4841-9F5D6E17C01F2243.webp?itok=9AQz-ji_ 1x" media="(min-width: 0px)" type="image/webp" width="300" height="200" data-rlis="/s3fs-media/nz/public/styles/article_overview_mobile_slider/public/bynder/48FCA26D-06B5-4841-9F5D6E17C01F2243.webp?VersionId=TAjNKc2tWLoAhGZvX0P8vkWP7o0y38ZS&itok=FRfBC7yR 1x"/> <img src="/s3fs-media/nz/public/styles/article_overview_slider/public/bynder/48FCA26D-06B5-4841-9F5D6E17C01F2243.webp?VersionId=_lUTAWp8bApEnN_Ldc4Hp5SKHls0LFNC&itok=kAt5ZYj8" alt="Four colleagues having a meeting in a meeting room. 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