Microsoft India, the technology giant emerged as India’s most ‘attractive employer brand’, reveals the findings of Randstad Employer Brand Research (REBR) 2020 – the most comprehensive, independent and in-depth employer brand research in the world. Microsoft India scored high on financial health, strong reputation and utilization of the latest technologies – the top 3 EVP drivers for the organization, as per the survey. Samsung India emerged as the runner up, followed by Amazon India.
The annual employer brand research, based on perceptions of the general audience (students, employed and unemployed workforce) has been conducted by Randstad, the global leader in the HR services industry. REBR has been providing valuable insights to help employers shape their employer brand for over 20 successful years globally and it is the 10th edition in India this year.
The Randstad Employer Brand Research, covering 75% of the global economy with 33 participating countries and more than 1,85,000 respondents worldwide, clearly revealed that in 2020, work-life balance (43%) emerges as the top EVP driver for the Indian workforce while choosing an employer, followed by attractive salary and employee benefits (41%) and job security (40%). These are also the areas where there is a significant gap between what employees want and what they think employers offer in India.
This year, it is interesting to note that there are no gender differences in the top two EVP drivers. Both male and female respondents attributed equal importance to work-life balance (43%) and attractive salary and employee benefits (41%) as key factors while choosing an employer. However, more men (40%) considered job security as a key factor while choosing an employer than women (39%).
A higher percentage of male respondents (36%) also accorded more importance to career progression opportunities compared to their female (33%) counterparts.
Presenting the REBR 2020 survey insights, Paul Dupuis, MD & CEO Randstad India said, “This is the 10th edition of REBR in India and 20th edition globally. For the last 10 years, our research has been consistently adding value to India’s HR community, by bringing out remarkable insights on workforce sentiments and allowing them to evaluate their employer brand. Employer branding is an evolving journey based on newer and deeper insights that unravel with time, so organizations must make this a strategic business agenda”.
“I believe that effective employer branding is a function of an organization’s purpose. If the company has clear visibility of its true north, a great culture and can define and articulate why they exist, while making real connections, the process of creating a ‘meaningful employer brand’ that resonates with their audience will become easier. This process has become increasingly important since the onset of COVID19 – when the job market is undergoing a paradigm shift and the need for organizations to transform their employer branding proposition to make it more ‘humane’ in the new world of work becomes even more critical”, he added.
Top 10 most attractive employer brands in India for 2020:
4. Infosys Technologies
8. Dell Technologies Ltd
9. ITC Group
10. Tata Consultancy Services
Other key findings from the Randstad Employer Brand Research 2020
What do potential employees want by generational profile:
38% of Gen Z’s (18-24 years) are looking for good training opportunities from their employer, while 34% of the Millennials (25-34 years) are attracted to forward-thinking and tech-savvy organizations and deem the use of latest technologies as a very important attribute. 46% of Gen X’s (35-54 years) find good work-life balance a very important pull-factor towards an employer, whereas 32% of the Boomers (55-64 years) find a convenient location as the key factor.
Switchers, Stayers and Intenders In Focus:
69% of the survey respondents mentioned that they stayed with their employer in the past year and 43% mentioned that they plan to change their employer within the next year. Work-life balance emerged as the top factor for stayers (45%) while 71% of switchers and intenders mentioned that they changed their employer or plan to do so shortly because of a lower salary compared to elsewhere. 35% of the survey respondents who left their previous employer received a salary increase between 1% and 10%. 81% of the respondents find non-monetary benefits like company phone/car, childcare services and support, flexible working hours etc. important.
The top 5 most attractive benefits for the Indian workforce are healthcare (85%), flexible working hours (84%), the possibility of working from home (83%), internal training and subsidized higher education like short-term courses, certifications etc. (80%) and group life insurance (79%).
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, Automotive, followed by FMCG, Retail & E-commerce and BFSI.