• 3 in 5 of Singaporeans said that it is important that they work for a company that supports diversity, equity, and inclusion (DEI).
  • 18% of local respondents perceive a lack of employer support for protecting and including LGBTQIA+ employees.
  • 79% of Singaporeans prioritise non-monetary benefits, indicating a growing emphasis on employee well-being in the workplace.

Randstad released the 12th edition of the Employer Brand Research report in Singapore, capturing the voice of the local workforce as well as showcasing how talent expectations change with the economy and labour markets.

In today’s hyper-competitive talent market, focusing solely on compensation is no longer the be-all and end-all to attracting top talent.

Over the past three years of transformative change, talent expectations have evolved greatly alongside a shifting economy and labour landscape. Though salary remains the top factor in attracting talent, today’s employees find it even more important to have an inclusive work environment that prioritises cultural factors such as fostering good workplace relationships and providing workers the autonomy to complete tasks on their own schedules.

This expectation is levelling the playing field for companies, but it also makes it more challenging for employers to stand out. Organisations will have to keep their finger on the pulse of the workforce if they want to keep up with new employee expectations and pivot their recruitment strategies effectively.

employer brand research in singapore 2023
employer brand research in singapore 2023

Gen Z-ers want to work for an equitable employer that isn’t afraid to take a stand on diversity.

57% of Singaporeans consider it essential to work for an employer that is invested in diversity, equity,  and inclusion (DE&I). This sentiment is even stronger among the younger generations, with 2 in 3 Gen Z-ers expressing the same viewpoint.

In a polarising world, Gen Z-ers seek recognition and appreciation for their strengths and contributions. Employers must acknowledge that the younger workforce is driven by a compelling personal agenda - the desire for a sense of belonging and work for an employer that aligns with their values. If they don’t feel included at the workplace, they will take the initiative to look elsewhere.

To attract quality talent, companies will need to put equity, diversity and inclusion at the heart of their talent recruitment strategy so they can connect with people on a deeper level. By actively listening to their workforce through internal employee engagement initiatives and regularly collecting feedback on employee sentiment, employers have the unique opportunity to create a holistic and inclusive workplace culture that helps them attract and retain the talent they value.

top 6 ED&I values that employees agree with.

1. My employer offers support for mental health and well-being (66%)

2. My employer has an equal pay policy (gender and ethnicity) (63%)

3. My employer is aligned with my personal values (62%)

4. My employer takes a stand on equity and inclusion (61%)

5. My employer takes action to limit its impact on the environment (51%)

6. My employer supports protection & inclusion of LGBTQIA+ employees (42%)

The survey has revealed that 18% of Singaporeans believe that their employers do not support the protection and inclusion of LGBTQIA+ employees, reinforcing the importance of prioritising this ED&I area.

Taking an equitable approach to hiring is critical to fostering a diverse workforce where all individuals have equal opportunities to participate and thrive at work. When employees feel a sense of purpose and belonging at the workplace, they are able to bring their true selves to work and achieve greater job satisfaction and productivity.

It’s important for companies to reflect their inclusion efforts through equitable hiring by eliminating biases in the recruitment process through implementing anti-discriminatory policies and clear guidelines. This way, the company can ensure that all competent candidates are considered regardless of their personal choices and sexual orientation. Through fostering greater inclusivity and preventing bias in their recruitment practices, companies are essentially widening their pool of talent and creating meaningful opportunities for those who share the same values.

non-monetary benefits contribute to a holistic & diverse employee experience.

Data from the survey showed that 79% of respondents find non-monetary benefits important, revealing that today’s employees are putting their wellbeing at the forefront of work.

Besides having the agency to work flexibly from wherever they choose, survey respondents were most concerned about maintaining healthy workplace relationships.

top 5 non-monetary benefits (of the 79% who found non-monetary benefits important)

1. good relationship with my colleagues (94%)

2. good relationship with my managers (94%) 

3. convenient location (93%) 

4. flexible work arrangement (93%) 

5. more autonomy to perform in my role (92%) 

Employees want to work in a harmonious workplace where they are treated with respect and are able to build meaningful relationships that go beyond work. The onus is on employers to create a positive work environment characterised by trust, so that employees can work towards a shared goal together.

In today’s interconnected world, work and life have become so deeply intertwined. Employers must extend their care beyond the workplace, supporting their employees’ personal lives and fostering a positive work-life balance. Creating an environment where colleagues celebrate each other’s achievements enables individuals to experience greater joy and purpose at work.

building meaningful relationships at work
building meaningful relationships at work

In January, the 2023 Randstad Employer Brand Research reached out to over 163,000 respondents across 32 markets, including 2,753 individuals based in Singapore. This independent research is the world's most comprehensive employer brand study that provides employers with a unique opportunity to discover new talent insights and measure their brand perception to improve their workforce strategies.

get a free digital report: 2023 randstad employer brand research

The Randstad Employer Brand Research surveyed more than 163,000 respondents across 32 markets, including 2,753 individuals based in Singapore. Fill in the form below to get your copy of the report to unlock new talent insights and strengthen your talent attraction strategy.

gain in-depth insights into singapore’s workforce

Stay informed about the latest talent trends and job market insights by reaching out to our specialised recruitment consultants. With our comprehensive market mapping and talent insights, we offer up-to-date information to shape actionable strategies for talent attraction and retention.

At Randstad, we actively support workplace diversity, equality, and inclusion. Our commitment to diversity, equity and inclusion is reflected in our corporate efforts to create a culture of inclusion and an environment in which LGBTQI+ employees are recognised, respected, embraced and appreciated. We are committed to understanding each individual's uniqueness by providing them with encouragement, support, and meaningful connections throughout their professional lives.

If you're looking for a better work-life balance, explore diverse career options and apply for jobs that match your skills and expectations. Our team is here to assist you in finding fulfilling job opportunities with a company culture that aligns with your needs, guiding you in taking the next step in your professional journey.

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