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employer
brand research
2018
country report
uk.content.
1 introduction
2 country results
3 sector insights
4 top employers
5 deep dive
6 methodology
© randstad 2018 | employer brand research 2018, country report uk. | 2introduction.
© randstad 2018 | employer brand research 2018, country report uk. | 3why employer branding matters.
50% 80%
of candidates say they wouldn’t of workforce leaders agree that a strong employer brand has a significant impact on their ability to hire
work for a company with a bad great workforce.2 As people work for cultures, not companies, their perception of you as an employer is
reputation – even with a pay of paramount importance. Both recruiters and candidates cite company culture as one of the most
Companies with positive brands get twice as many applications increase.1 important determinants in employer choice. Also, if your culture is transparent: candidates actively
as companies with negative brands, and they spend less money research the culture of companies to understand if they’ll fit. If candidates see positive employee and
on employees.1 candidate experiences on review sites, they feel more confident submitting their resume and making a
career move.
96% 62% 88% 87% 80%
agree that alignment of personal of candidates research millennials and minorities agree joined a company specifically have left a company specifically
values with a company’s culture companies on social media that being part of the right because of cultural fit.3 because of its culture.3
is a key factor in their satisfac- before applying.5 company culture really matters
tion working there.3 to them.3
companies with bad reputations
pay 10% more per hire.4
© randstad 2018 | employer brand research 2018, country report uk. | 4the employer brand roadmap.
audit current employer brand interview employees and leaders assess competitors external market analysis
• employer brand story to understand: for workforce • career motivations
• external perception • their perception of your brand and drivers
• gaps and areas for improvement • specific views of your
company improvement
launch employer develop the employer brand create the brand pillars and
brand internally strategy and creative assets employee value proposition
• gain employee
and leadership
feedback
activate employer measure, assess
brand externally and refine
© randstad 2018 | employer brand research 2018, country report uk. | 5what is the randstad employer
brand research?
• representative employer brand research
based on perceptions of the general
audience. Optimizing 17 years of successful
employer branding insights.
• independent survey with over 175,000
respondents in 30 countries worldwide.
• reflection of employer attractiveness for the
country’s 150 largest employers known by
at least 10% of the population.
• valuable insights to help employers shape
their employer brand.
© randstad 2018 | employer brand research 2018, country report uk. | 630 countries surveyed covering more
than 75% of the global economy.
Austria
Australia
worldwide
Argentina
Belgium • over 175,000 respondents
Brazil • 5,755 companies surveyed
Canada
China
Czech Republic sample
Dubai
France • aged 18 to 65
Germany • representative on gender
Greece
Hong Kong
• overrepresentated on age 25 – 44
Hungary • comprised of students, employed
Italy
and unemployed workforce
India
Japan
Luxembourg country
Malaysia
New Zealand • 5703 respondents
Netherlands
Poland
Portugal fieldwork
Russia • online interviews
Singapore
Spain
• between 15 november and 12 december 2017
Sweden
Switzerland length of interview
UK
USA countries surveyed • 16 minutes
© randstad 2018 | employer brand research 2018, country report uk. | 7employer brand research set up.
30 companies randomly assigned drivers
per respondent the 30 companies shown to respondents are assigned randomly each company is evaluated on:
based on their awareness level registered in the previous year.
‘do you know this company?’:
01 financially healthy
determines awareness.
companies with a higher awareness are shown less often while
companies with a lower awareness are shown more often. 02 uses latest technology
New companies are shown 1400 times for the first time they are
for each company researched. 03 very good reputation
known 04 job security
‘would you like to work for
05 career progression
this company?’:
determines attractiveness. number of evaluations
06 gives back to society
the smart sampling method ensures a mix between more and
lesser known companies and also that the number of evaluations 07 interesting job content
each company per company is between n=140 and n=400. This base is statistically
known robust for being able to draw generalized conclusions about the 08 pleasant work atmosphere
findings.
rating on a set of drivers: 09 work-life balance
determines reason for
attractiveness. 10 attractive salary and benefits
© randstad 2018 | employer brand research 2018, country report uk. | 8sample composition
socio-demographics, employment situation, region.
gender situation region
working 68% London (1) 15%
female 51%
male 49% self-employed/ freelance 8% South (2) 22%
Midlands (3) 15%
seeking/unemployed 7%
North (4) 17%
housewife/husband 9%
Scotland (5) 7%
student 5%
age Yorkshire and Humber (6) 9%
1
East of England (7) 8%
18 - 24 14% Wales (8) 5%
25 - 44 61% Northern Ireland (9) 2%
45 - 65 24%
education 1. London
2. South East, South West
low 26% 3. East Midlands, West Midlands
middle 36% 4. North West, North East
high 38% 5. Scotland
6. Yorkshire and Humber
7. East of England
8. Wales
total sample: n=5703
9. Northern Ireland
fieldwork: 15 november and 12 december 2017
© randstad 2018 | employer brand research 2018, country report uk. | 9sample composition
sector, function.
sector function
agriculture 1% managers 23%
oil & gas 1% professionals 19%
manufacturing 7% technicians 9%
electricity & gas supply 1% clerks 21%
water supply & sewage 1% service / sales 13%
skilled agricultural
1
construction 5% 1%
trade 8% craft / trade 4%
transportation & storage 4% machine operators 3%
accommodation & food 3% elementary occupations 6%
ict 6% armed forces occupations *
1
financial & insurance 6%
real estate 1%
professional & scientific 5%
administrative & support 7%
public administration 5% base: currently employed (n= 4297)
education 9%
human health & social work 9%
arts & entertainment 3%
international organizations *
services 17%
* subgroup not present in sample
© randstad 2018 | employer brand research 2018, country report uk. | 10country
results.
© randstad 2018 | employer brand research 2018, country report uk. | 11what potential employees want
when choosing an employer.
5 most important criteria versus 2017 EMEA 2017 2016
salary & benefits 55% 61% 53% 57%
work-life balance 50% 49%
47% 47%
job security 49% 52% 47% 52%
work atmosphere 38% 53% 37% 51%
good training 35% 34%
36% 25%
click here for a breakdown of all results by socio-demographic
profile and trends for the last 5 years.
© randstad 2018 | employer brand research 2018, country report uk. | 12what do potential employees want
by socio-demographic profile.
men age 18 – 24 age 25 – 44 age 45 – 64
30% 41% 35% 61%
men find interesting job content workforce aged 18-24 workforce aged 25-44 workforce aged 45-64
more important than women do. finds good training more finds flexible working believes attractive salary and
important than workforce over arrangements more important benefits are more important than
24 does. than workforce under 25 and workforce under 45.
over 44 does.
women higher educated middle educated lower educated
58% 52% 52% 28%
women place more value than higher educated workforce finds middle educated workforce finds lower educated workforce finds
men on attractive salary and a good work-life balance more long-term job security more an employer with a good
benefits. important than middle or lower important than the higher reputation more important than
educated workforce does. educated do. the middle and higher educated
do.
click here for a breakdown of all results by socio-demographic
profile and trends for the last 5 years.
© randstad 2018 | employer brand research 2018, country report uk. | 13what do potential employees want
top 5 by job category and industry.
white collar workers blue collar workers
salary & benefits 56% salary & benefits 56%
work-life balance 51% job security 54%
job security 49% work-life balance 49%
work atmosphere 37% location 39%
location 35% work atmosphere 38%
construction financial and insurance activities
salary & benefits 54% salary & benefits 62%
job security 48% work-life balance 51%
work-life balance 42% career progression 45%
location 40% job security 44%
good training 35% flexible arrangements 37%
base: n=210 base: n=238
© randstad 2018 | employer brand research 2018, country report uk. | 14employee - employer exchange in the uk and the region.
a gap between what employees seek and what employers offer is a valuable opportunity for your EVP.
employees in uk seek employers in uk offer employers in EMEA offer gap top 3
1 salary & benefits 1 financially healthy 1 financially healthy 1 salary & benefits
2 work-life balance 2 uses latest technologies 2 uses latest technologies 2 work-life balance
3 job security 3 job security 3 very good reputation 3 work atmosphere
4 work atmosphere 4 career progression 4 job security
5 career progression 5 very good reputation 5 career progression
6 interesting job content 6 salary & benefits 6 interesting job content
7 financially healthy 7 work atmosphere 7 salary & benefits
8 very good reputation 8 interesting job content 8 work atmosphere
9 gives back to society 9 work-life balance 9 work-life balance
10 uses latest technologies 10 gives back to society 10 gives back to society
© randstad 2018 | employer brand research 2018, country report uk. | 15how do the british
look for jobs.
top 5 channels used to look for a job
job search engines (indeed.com) 66%
57%
job boards (eg. cv library, total jobs, monster) 47%
41%
recruiters (agencies/headhunters) 38%
35%
18% 25% google 37%
35%
changed employer in plan to change employer company career website 36%
the last year. within the next year.
32%
plan to change employer changed employer
© randstad 2018 | employer brand research 2018, country report uk. | 16how do the british look for jobs
channels used to find new job opportunities, by profile.
men age 18 – 24 age 25 – 44 age 45 – 64
23% 50% 41% 31%
men are more likely than women workforce aged 18-24 workforce aged 25-44 workforce aged 45-64
to look for jobs through is more likely to use google is more likely to use job boards is more likely to use personal
LinkedIn. when looking for a job when looking for a job connections or referrals when
compared to workforce over 24. compared to workforce under looking for a job compared to
25 or over 44. workforce under 45.
women higher educated middle educated lower educated
59% 42% 30% 27%
women are more likely than men higher educated workforce is middle educated workforce is lower educated workforce is
to use job search engines when more likely than the lower and more likely than the lower more likely than the higher
looking for a job. middle educated to look for a job educated to use company career educated to use public
through job boards. sites when looking for a job. employment services when
looking for a job.
© randstad 2018 | employer brand research 2018, country report uk. | 17what factors do the british
stay or leave for.
top 5 reasons to stay*
location 47%
work-life balance 44%
job security 43%
salary & benefits 40%
financially healthy 35%
top 5 reasons to leave**
limited career path 39%
work-life balance issues 36%
insufficient challenges 35%
lack of recognition/rewards 30%
poor leadership 25%
*of the respondents who said they stayed with the same employer for
the past year and who do not plan to leave in the coming year
** of the respondents who said they changed employers in the past
year or plan to do so in the coming year
© randstad 2018 | employer brand research 2018, country report uk. | 18what factors do the british stay for
reasons to stay, by profile.
men age 18 – 24 age 25 – 44 age 45 – 64
42% 33% 33% 53%
men are more likely than women workforce aged 18-24 workforce aged 25-44 workforce aged 45-64
to stay with their current is more likely to stay for good is more likely to stay for flexible is more likely than workforce
employer for attractive salary training, compared to workforce working arrangements, when under 45 to stay with an
and benefits. over 24. compared to workforce under 25 employer if the location is
or over 44. convenient.
women higher educated middle educated lower educated
48% 39% 44% 45%
women are more likely than men higher educated workforce is middle educated workforce is lower educated workforce is
to stay with their employer if the more likely than the middle and more likely than the lower more likely than the higher
location is convenient. lower educated to stay if their educated to stay with their educated to stay with their
employer offers interesting job employer for a good work-life employer for long-term job
content. balance. security.
© randstad 2018 | employer brand research 2018, country report uk. | 19what factors do the british leave for
reasons to leave, by profile.
men age 18 – 24 age 25 – 44 age 45 – 64
26% 45% 25% 40%
men are more likely than women workforce aged 18-24 workforce aged 25-44 workforce aged 45-64
to leave if their compensation is is more likely to leave compared is more likely to leave than is more likely than workforce
too low compared to other to workforce over 24 because workforce over 44 because the aged under 45 to leave due to a
companies. they lack career opportunities. lack of flexible work options. lack of recognition or rewards.
women higher educated middle educated lower educated
26% 27% 24% 36%
women are more likely than men higher educated workforce is middle educated workforce is lower educated workforce is
to leave their employer due to more likely to leave than middle more likely than higher educated most likely to leave because of
insufficient flexible work options. or lower educated workforce if workforce to leave due to a poor work-life balance issues.
their compensation is too low relationship with their direct
compared to other companies. manager.
© randstad 2018 | employer brand research 2018, country report uk. | 20actions the british take
in order to stay employable.
top 5
I am open and flexible to 54%
change
I am willing to accept flexible 44%
working hours
I keep my skills up to date by trainings, 41%
courses etc.
I am sociable with colleagues, superiors and
41%
my professional network
I am willing to switch to a very different job 28%
© randstad 2018 | employer brand research 2018, country report uk. | 21actions the british take in order to stay employable
staying engaged as an employee, by profile.
men age 18 – 24 age 25 – 44 age 45 – 64
31% 16% 29% 57%
men are more likely than women workforce aged 18-24 workforce aged 25-44 workforce aged 45-64
to adopt the latest techniques is more likely to move to another is more likely to switch to a very is more likely than workforce
and technologies. part of the country, when different job when compared to under 45 to be open and flexible
compared to workforce over 24. workforce over 44. to change.
women higher educated middle educated lower educated
56% 35% 47% 17%
women are more likely than men higher educated workforce is middle educated workforce is lower educated workforce is least
to be open and flexible to more likely than the lower or more likely than lower educated likely to undertake actions to
change. middle educated workforce to workforce to accept flexible stay employed, when compared
bring fresh ideas and new working hours. to middle or higher educated.
suggestions.
© randstad 2018 | employer brand research 2018, country report uk. | 22sector
insights.
© randstad 2018 | employer brand research 2018, country report uk. | 23top performing sectors in the uk
by awareness and attractiveness.
high
marketing & media
automotive aerospace electronic engineering
professional services
IT & telecom
pharma life science
high awareness
FMCG
engineering healthcare having a high
attractiveness
construction retail banking
investment banking awareness means that
employers in the sector
retail are widely known.
business services
high attractiveness
utilities and energy
a sector with high
insurance
attractiveness
HR leisure contains more highly
transport and logistics
mineral fuel attractive companies
than other sectors.
low
low awareness high
© randstad 2018 | employer brand research 2018, country report uk. | 24top 3 sectors in the uk
by EVP driver.
EVP driver 1 2 3
salary & benefits professional services investment banking automotive aerospace
career progression professional services investment banking IT & telecom
financially healthy IT & telecom FMCG pharma life science
gives back to society healthcare construction marketing & media
interesting job content marketing & media electronic engineering engineering
job security IT & telecom pharma life science electronic engineering
work atmosphere marketing & media IT & telecom automotive aerospace
uses latest technologies electronic engineering IT & telecom marketing & media
very good reputation automotive aerospace electronic engineering marketing & media
work-life balance marketing & media construction IT & telecom
© randstad 2018 | employer brand research 2018, country report uk. | 25uk’s sectors score best on these 3 EVP drivers.
1/2 top 3 EVP drivers
sector 1 2 3
01 marketing & media financially healthy uses latest technologies very good reputation
02 electronic engineering uses latest technologies financially healthy very good reputation
03 automotive aerospace financially healthy uses latest technologies very good reputation
04 professional services financially healthy salary & benefits career progression
05 IT & telecom uses latest technologies financially healthy career progression
06 pharma life science financially healthy uses latest technologies job security
07 FMCG financially healthy job security uses latest technologies
08 healthcare financially healthy job security uses latest technologies
09 engineering financially healthy uses latest technologies very good reputation
10 construction financially healthy uses latest technologies career progression
© randstad 2018 | employer brand research 2018, country report uk. | 26uk’s sectors score best on these 3 EVP drivers.
2/2 top 3 EVP drivers
sector 1 2 3
11 retail banking financially healthy uses latest technologies career progression
12 investment banking financially healthy uses latest technologies salary & benefits
13 retail financially healthy very good reputation uses latest technologies
14 business services financially healthy uses latest technologies career progression
15 utilities and energy financially healthy uses latest technologies job security
16 insurance financially healthy uses latest technologies job security
17 HR financially healthy uses latest technologies career progression
18 leisure financially healthy uses latest technologies job security
19 mineral fuel financially healthy uses latest technologies career progression
20 transport and logistics financially healthy uses latest technologies job security
© randstad 2018 | employer brand research 2018, country report uk. | 27top
employers.
© randstad 2018 | employer brand research 2018, country report uk. | 28top employers in the uk.
top 10 employers 2018 top 10 employers 2017
01 John Lewis 01 British Airways
02 Rolls-Royce Group 02 Johnson Controls
03 British Airways 03 TUI Group
04 British Sky Broadcasting Group (Sky TV) 04 Marks & Spencer
05 Marks & Spencer 05 BMW
06 Jaguar Land Rover 06 Philips
07 Unilever (Dove, Persil, Bovril...) 07 PwC
08 Deloitte 08 Intertek Group
09 BAE Systems 09 Rolls-Royce Group
10 BMW 10 Jaguar Land Rover
© randstad 2018 | employer brand research 2018, country report uk. | 29uk’s top companies
top 3 EVP drivers for the top 5 companies.
top 3 EVP drivers
top 5 companies 1 2 3
1 John Lewis financially healthy very good reputation job security
2 Rolls-Royce Group uses latest technologies financially healthy very good reputation
3 British Airways uses latest technologies financially healthy interesting job content
British Sky Broadcasting Group
4 financially healthy uses latest technologies job security
(Sky TV)
5 Marks & Spencer very good reputation financially healthy job security
© randstad 2018 | employer brand research 2018, country report uk. | 30top employers
by EVP driver.
EVP driver 1 2 3
salary & benefits Dentsu Aegis Group Rolls-Royce Group PwC
career progression Wood Group (John) Deloitte Dentsu Aegis Group
financially healthy Amazon British Sky Broadcasting Group (Sky TV) Unilever (Dove, Persil, Bovril...)
gives back to society Dentsu Aegis Group Swire Wood Group (John)
interesting job content British Airways BAE Systems British Sky Broadcasting Group (Sky TV)
job security John Lewis Deloitte Reckitt Benckiser (Nurofen, Dettol,
Harpic…)
work atmosphere John Lewis Swire Dentsu Aegis Group
uses latest technologies IBM British Sky Broadcasting Group (Sky TV) BAE Systems
very good reputation John Lewis Rolls-Royce Group Marks & Spencer
work-life balance Swire Wood Group (John) Dentsu Aegis Group
© randstad 2018 | employer brand research 2018, country report uk. | 31deep dive
appendix 1.
© randstad 2018 | employer brand research 2018, country report uk. | 32what potential employees want
the most important criteria when choosing an employer.
important criteria versus 2017 EMEA 2017 2016
salary & benefits 55% 61% 53% 57%
work-life balance 50% 47% 49% 47%
job security 49% 52% 47% 52%
work atmosphere 38% 53% 37% 51%
good training 36% 25% 35% 34%
location 36% 27% 38% 40%
flexible arrangements 33% 37% 31% 28%
career progression 32% 37% 31% 33%
interesting job content* 28% 33% 26% 40%
strong management 28% 16% 24% 17%
financially healthy 23% 32% 26% 32%
very good reputation** 23% 18% 25% 13%
diversity & inclusion 18% 14% 16% 13%
quality products 15% 15% 14% 14%
gives back to society 13% 15% 12% 11%
uses latest technologies 10% 12% 10% 9%
characteristics highest rated by the labor force. stressing these elements or improving them
is critical for your EVP because they contribute most to the strength of your employer brand. *2017: work that is stimulating and challenging/ **previous years: strong image/strong values
© randstad 2018 | employer brand research 2018, country report uk. | 33EVP driver importance
by gender.
salary & benefits 53% strong management 29%
1
58% 27%
work-life balance 46% financially healthy 27%
2
53% 19%
job security 50% very good reputation 26%
3
48% 21%
work atmosphere 33% diversity & inclusion 17%
4
42% 19%
good training 36% quality products 16%
5
36% 13%
location 35% gives back to society 14%
6
37% 11%
flexible arrangements 27% uses latest technologies 15%
7
38% 6%
career progression 32%
8
33%
interesting job content 30%
9
26%
male female
© randstad 2018 | employer brand research 2018, country report uk. | 34EVP driver importance
by education.
high middle low
© randstad 2018 | employer brand research 2018, country report uk. | 35EVP driver importance
by age.
45+ 25 - 44 18 - 24
© randstad 2018 | employer brand research 2018, country report uk. | 36EVP driver importance
trends, total.
1/2
salary & benefits work-life balance job security work atmosphere
80 60 60 60
60
40
40
20
20
0 40 40 0
2014 2015 2016 2017 2018 2014 2015 2016 2017 2018 2014 2015 2016 2017 2018 2014 2015 2016 2017 2018
good training location flexible career progression
40
arrangements
40 40
40
20
20 20 0 20
2014 2015 2016 2017 2018 2014 2015 2016 2017 2018 2014 2015 2016 2017 2018 2014 2015 2016 2017 2018
© randstad 2018 | employer brand research 2018, country report uk. | 37EVP driver importance
trends, total.
2/2
interesting job strong management financially healthy very good reputation
content 40
40 40
60
40 20
20 20
20
0 0 0 0
2014 2015 2016 2017 2018 2014 2015 2016 2017 2018 2014 2015 2016 2017 2018 2014 2015 2016 2017 2018
diversity & inclusion quality products gives back to society uses latest
technologies
20 20 20
20
0 0 0 0
2014 2015 2016 2017 2018 2014 2015 2016 2017 2018 2014 2015 2016 2017 2018 2014 2015 2016 2017 2018
© randstad 2018 | employer brand research 2018, country report uk. | 38methodology
appendix 2.
© randstad 2018 | employer brand research 2018, country report uk. | 39methodology
why smart sampling?
In the past, companies were evaluated by 140 to 1400 respondents. example
Having analysed the data and error margins, it was concluded that a 140 respondents have evaluated company X. Of these 140, 50% find the
large sample was not necessary when reliable data can also be company nice to work for. Taking the error margin at n=140/50% into
obtained with a smaller sample size. Therefore, since REBR 2017 account, the real answer lies between 42% and 58%.
companies are evaluated between 140 and 400 respondents. The
actual number of evaluations per company depends on the 400 respondents have evaluated company Y and of these 400, 50% finds
awareness of the company. the company nice to work for. Taking the error margin at n=400/50% into
account, the real answer lies between 45% and 55%.
The error margin is determined by the % of respondents giving
a certain answer and the sample size to which the question has 1200 respondents have evaluated company Z and of these 1200, 50%
been asked. The highest error margin occurs when 50% of the finds the company nice to work for. Taking into account the error margin
respondents give a certain answer. The error margin is lower at n=1200/50%, the real answer lies between 47% and 53%.
when 30% (or 70%) of the respondents give a certain answer.
Therefore, the difference in error margin is very small between n=1200
and n=400 evaluations per company (5% margin vs 3% margin at the most).
As such it can be concluded that maximum 400 evaluations per company
are sufficient in order to determine a reliable attractiveness per company.
In practice, this means that every company with an awareness over 35%
will have max 400 respondents evaluating the company. Companies with an
awareness below 35% will be evaluated by 140 to 400 people (depending
on awareness).
© randstad 2018 | employer brand research 2018, country report uk. | 40source bibliography.
1 Betterteam Blog 5 HR in Asia, Do You Think Your Employer Brand Can Be Ruined by
https://www.betterteam.com/blog/employer-branding Social Media?
www.hrinasia.com/employer-branding/do-you-think-your-employer-brand-can-
2 PwC, A marketplace without boundaries? Responding to disruption be-ruined-by-social-media/
https://www.pwc.com/gx/en/ceo-survey/2015/assets/pwc-18th-annual-
global-ceo-survey-jan-2015.pdf
3 JWTInside, “The Evolving Culture-scape and Employee Expectation”
Research Study 2014, High Performance Employees
https://www.slideshare.net/JWTINSIDE/culture-scape-1028-sm
4 Harvard Business Review, A Bad Reputation Costs a Company at
Least 10% More Per Hire
https://hbr.org/2016/03/a-bad-reputation-costs-company-at-least-10-
more-per-hire
© randstad 2018 | employer brand research 2018, country report uk. | 41company
specific slide.
your company
• What does it do/ what is it known for
• Active in x countries: name countries
few facts about their EVP (if any)
• Abc
• Abc
how can the RS consultant help them
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© randstad 2018 | employer brand research 2018, country report uk. | 42let’s talk.
Our research has many insightful, but complex insights so we'd love the opportunity to walk you through this document, share
our thoughts and answer any questions you might have.
name organization name organization name organization name organization
name contact name contact name contact name contact
person person person person
© randstad 2018 | employer brand research 2018, country report uk. | 43You can also read
