Microsoft, Mercedes-Benz and Amazon named India’s most attractive employer brands
Randstad Employer Brand Research (REBR) 2022
- Work-life balance continues to be ranked above attractive salary as a key driver while choosing an employer
- Job loss fear is real, 51% of employees who are afraid of losing their job, plan to change their job in the first half of 2022.
- 9 out of 10 Indian employees consider training and personal career growth very important to them
Bangalore, India, 21st July 2022: Microsoft India, the leading technology giant has emerged as India’smost ‘attractive employer brand’, reveals the findings of Randstad Employer Brand Research (REBR) 2022 – the most comprehensive, independent and in-depth employer brand research in the world. Microsoft India scored very high on financial health, strong reputation and attractive salary & benefits – the top 3 Employee Value Proposition (EVP) drivers for the organization, as per the survey. Mercedes Benz India climbed up rankings this year to emerge as the first runner-up, followed by Amazon India, thee-commerce giant.
Randstad India’s annual employer branding research has revealed how the post-pandemic world of work has radically changed employee sentiments across sectors. The REBR report has been providing valuable insights to help employers shape their employer brand for over 22 successful years globally and it is the 12th edition in India this year. The research,covering more than 70% of the global economy with 31 participating countries and close to 1.63 lakhs respondents worldwide this year, clearly revealed that 9 out of 10 Indian employees (88%) consider training and personal career growth very important to them when compared to the average of APAC (76%) employees. Reflecting similar trends, the report also shows that, for 2 out of 3 Indians (66%) the meaning and purpose of work and career became more important in 2021 when considering world developments. Women feel more strongly about this than men (72% vs. 62%), as do the higher-educated (70%) and 25–34-year-old (72%) employees.
Additionally, this year too, the Indian workforce considers work-life balance (63%) as themost important driver when choosing an employer. This trend is even more so for higher-educated (66%) and 35+ year old employees (66%). This isfollowed by attractive salary and benefits (60%) and a good reputation of the organization (60%). The survey also revealed that 66% of white collar employees consider work-life balance as the most important driver, whereas 54% of blue collar workers consider the reputation and financial health as the most important attributes for an employer, leaving both work-life balance and even salary & benefits trailing behind.
Trends in Remote Working:
Interestingly, remote working in India has decreased from 84% in 2021 to 73% in 2022. The survey also reveals that remote working as a trend is more prevalent among women than men (76% vs 69%). There are significantly far more remote workers in India compared to the average across the APAC region (42%). Additionally, a whopping majority (98%) of the current remote workers believe that they will continue doing so in the future, although not to the degree that they are doing right now.
Job switching behaviour & fear of job loss in focus:
24% of employees in India switched their employer in the last half of 2021. Additionally, about 1 in 3 employees (37%) intend to change their employer in the first 6 months of 2022. 51% of the employees who are afraid of losing their job, plan to change their job in the first half of 2022.
Top 10 most attractive employer brands in India for 2022:
- Microsoft
- Mercedes-Benz
- Amazon
- Hewlett Packard
- Infosys
- Wipro
- Tata Consultancy Services
- Tata Steel
- Tata Power Company
- Samsung
Presenting the REBR 2022 survey insights, Viswanath P.S, MD & CEO, Randstad India said, “The concept of employer branding has evolved radically over the last few years. It is no longer enough to merely create brand recognition; it has to now create a more meaningful connection. It should be backed by a compelling brand promise and purpose, which then seamlessly connects to employees and prospects. Organizations now realize that driving relevant engagement and experience are essential to becoming the employer of choice and own a top employer brand.
Randstad’s Employer Brand Research report this year reflects the same sentiments. Personal career growth has gained prominence with 88% of employees making it a priority for choosing their employers. It is interesting to note that Indian workers are more driven to succeed in their careers compared to employees in the rest of APAC. Much of this shift can be attributed to gold standard learning opportunities offered by Indian employers and the flexibility to adapt to the continuously evolving needs of the workforce across sectors. REBR findings also highlight that most parameters for an attractive employer brand remain the same for both male and female employees, however, women employees now have a heightened focus on flexible working, healthcare benefits, and corporate social responsibility along with career progression. As people work for cultures and not companies, their perception of you as an employer is of paramount importance and I am sure this insightful report from Randstad will add a lot of value to India Inc.’s talent management decisions”, he added.
Other key findings from REBR 2022:
An interesting trend that came forth in the survey was the importance of reskilling and upskilling, mostly driven by the pandemic and the demand for new skills among the workforce. A vast majority of employees (89%) consider it important to be offered the opportunity to be reskilled and/or upskilled, and this trend is predominant in the age group of 25-34 years (90%) and for higher-educated employees (93%). The good news for employers is that 85% of survey respondents mentioned that they were very likely to stay in the organization if their employer offers adequate opportunities for reskilling/upskilling.
Actions to improve work-life balance:
While work-life balance scored highest in EVPs, employees have taken steps to ensure it for themselves. 46% of employees worked in flexible time slots, 44% worked more remotely, whereas 23% renegotiated their current roles to improve work-life balance.
Top 4 sectors in India by awareness and attractiveness:
The survey also highlights that the Indian workforce prefers to work for companies operating in sectors like IT, ITeS & Telecom (1), FMCG, Retail & E-commerce (2), followed by Automotive (3), and BFSI (4).
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About Randstad Employer Brand Research (REBR):
The Randstad Employer Brand Research is the most comprehensive, independent and in-depth employer brand research in the world, identifying the most attractive employers among thousands of companies. The research globally captures the views of over 163,000 respondents (general public, aged 18-65) from 5,944 companies in 31 countries. It provides insights into the perceptions and drivers of choice of potential employees. Why do people prefer one company, or a specific industry, over another? What motivates them to stay with an employer or start looking elsewhere? The research, conducted since 2000, was done by Randstad’s international research partner Kantar.
The Approach:
In each country, 150+ large companies, based on the employee numbers are chosen for the survey. This company list is presented to a representative cross-section of relevant respondents, with about 4000 respondents from each country. There is more emphasis on people aged between 25-44. Unlike similar surveys, HR officers, staff or experts are not invited to take part in the survey, which guarantees 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 several key factors /drivers presented to them. Based on the attractiveness score of each of the employers presented to the respondents, the rankings are given per country.
About Randstad India:
Randstad India offers the broadest HR services portfolio ranging from Staffing, Search & Selection to Recruitment Process Outsourcing (RPO). The organization has a vast network of offices across the country to be within the reach of clients, candidates and flexi workers. The company, previously called Ma Foi is one of the leading players in the HR services industry in India for almost 30 years and became part of Randstad through its global acquisition of Vedior in 2008.The Randstad Group is the global leader in the HR services industry, active in 38 countries across the globe. Randstad India continues to focus on developing customized and innovative HR services, leveraging on its unique strengths of geographical presence and end-to-end capability across all HR service functions. For more information: www.randstad.in
About Randstad:
Randstad is the world’s largest HR services provider and is driven to become the world’s most valued ‘working life partner’, supporting as many people as possible in realizing their true potential throughout their working life. 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. In 2021, we helped more than two million people find a job that is right for them, advised 235,000 clients on their HR needs, from talent acquisition to total workforce management, and delivered training to over 450,000 people. We use data and technology to provide the right advice at the right moment at scale, while our consultants across almost 5,000 locations in 38 markets give talent and clients personal, dedicated human attention. It is this combination of Tech and Touch that makes our offer unique. Randstad was founded in 1960 and is headquartered in Diemen, the Netherlands. In 2021, Randstad had on average 39,530 corporate employees and generated revenue of € 24.6 billion. Randstad N.V. is listed on the NYSE Euronext. For more information, see www.randstad.com.
For any further queries, please contact:
Manjulakshmi: +91 9916993240 | manjulakshmi.p@randstad.in
Sakshi Panda: +91 91676 68192 | sakshi.panda@adfactorspr.com
Mayukhi Mondal: +91 9168464125 | Mayukhi.mondal@adfactorspr.com
Disclaimer: This study contains information in summary, from data based on primary research done in the country and is intended for general guidance only. It is not intended to be a substitute for detailed research or exercise of professional judgment. Neither Randstad India Pvt. Limited nor any other member of the global Randstad organization accepts any responsibility for any loss occasioned to any person acting or refraining from action as a result of any material in this publication.
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