Microsoft India Is Most Attractive Employer Brand: Report
Microsoft India, the technology giant, is India's most 'attractive employer brand', reveals the findings of Randstad Employer Brand Research (REBR) 2018, the world's largest independent employer branding survey conducted by Randstad, one of the country's leading HR service providers. Amazon India emerged as runner-up; a first for the e-commerce firm in the top two. Microsoft India also emerged as the winner of the 8th edition of Randstad Award, based on REBR 2018. The company had previously won the most attractive employer brand title from 2011-14.
The sectoral specific winners for the most attractive employers this year are Tata Consultancy Services for IT, Larsen & Toubro for Infrastructure & Construction and Hindustan Unilever for FMCG.
The Randstad Employer Brand Research, covering 75% of the global economy with 30 participating countries and more than 1,75,000respondents worldwide, clearly reveals that in 2018, salary and employee benefits continue to be the top driver among the Indian workforce across all profiles while choosing an employer, followed by work-life balance and job security.
It is interesting to note that the importance accorded to salary and job security as factors considered while choosing an employer hasincreased even further compared to 2017, across all work profiles. Respondents from the manufacturing industry reflected this trend more than others by rating salary and benefits (52%) and job security (48%) as their top two factors while choosing an employer, followed by strong management (44%) and work-life balance (42%).
Presenting the survey insights, Paul Dupuis, MD & CEO Randstad India said, "Employer Branding has never been more important than it is now. Candidates have choices, not only where they decide to work but in what capacity. Organizations must have a story, a greater purpose and a clearly defined North Star which defines why they exist".
"The rise of the gig economy, especially among the millennials poses a challenge for more traditional organizations. Adjusting to the emerging trends and motivational buttons of the 'new breed of candidate' gives an organization a keen edge on attracting and leveraging the best talent.As people work for cultures, not companies, their perception of you as an employer is of paramount importance", he added.
Top 5 influencing factors while choosing an employer & EVP driver importance by gender:
Salary and employee benefits (48%), work-life balance (44%), job security (42%), career progression (39%) and strong management (39%) are the top 5 influencing factors for the Indian workforce while choosing an employer.
Salary and benefits, work-life balance and job security are the top 3 criteria for men and women alike while choosing an employer. Interestingly, men prefer organizations with strong leaders while women find employers who offer robust training programmes more attractive.
Top 10 most attractive employer brands in India for 2018:
· Amazon India
· Hindustan Unilever
· IBM India
· ITC Group
· Larsen & Toubro
· Mercedes-Benz India
· Microsoft India
· Samsung India
· Sony India
· Tata Consultancy Services
Other key findings from the Randstad Employer Brand Research 2018
Top reasons Indian employees stay or leave:
Job security emerged as the top factor for an employee to stay with the current employer, with 45% of the survey respondents indicating this. Providing increased career growth opportunities could be a great asset for organizations to attract at least 43% of the workforce, who said they left their employers for this reason.
Top 3 actions Indian employees take in order to stay employable:
49% of the workforce indicated that in order to stay employable and engaged at work, they tend to be open, flexible and also showcase a willingness to change. An equal number of survey respondents (47%) mentioned that they undergo skill development trainings, courses etc. to keep their skills up to date and also adopt the latest techniques and technologies to stay employable.
As per the survey findings, men are more likely than women to be open and flexible to change and women are most likely to keep their skills up to date by trainings or courses.
Top 3 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 (69%), followed by Automotive (68%) and Retail & FMCG (67%).
