Organisations in Singapore have room for improvement when it comes to their employer branding. According to recruitment firm Randstad, research has shown that there is a large gap between what employees in Singapore are looking versus what companies in Singapore offer.

This was uncovered in the recent Randstad Award 2016 survey research, which compared the attractiveness factors that were important to Singaporean employees versus the key attributes companies scored well in. These attractiveness factors are facets of an employer brand which are crucial when talent are deciding to leave for a new company or stay.

most attractiveness factors in a company:

work-life balance

Work-life balance has risen significantly in terms of ranking, from 32% to 57% between 2012 and 2016 to take the second spot in the Randstad Award Top 10 Attractiveness Factors. Despite this, results show that employers in Singapore have done little to increase the importance of work-life balance within their organisations.

salary and benefits

Salary and benefits may seem to be the single most important factor for job seekers, but we do start to see a shift in emphasis when the candidates are asked what would make them stay or leave the company they are currently working for. 55% of all respondents in the study said that they would stay with the company they were working for if they had good work-life balance; whilst 53% of Singaporean employees would leave their jobs due to a lack of career growth opportunities.

Ms Jaya Dass, Country Director of Randstad Singapore said, "The Randstad Award 2016 research has shown that there is still a gap between what employees want and what companies in Singapore are highlighting in terms of their employer branding. With companies increasingly conscious of the importance of their employer brand on their talent and attraction efforts, I expect to see more organisations adapting their employer value propositions to cater to the changing needs of today’s job seekers.”

The Randstad Award is based on the outcome of the world’s largest survey into employer branding and is the only award which is truly representing ‘the people’s choice’. This extensive research surveys over 200,000+ respondents across different age groups, genders and educational levels, and covers 75% of the global economy.

Changi Airport Group was named the most attractive employer in Singapore at the Randstad Award 2016. The annual award, which celebrated its fifth year in Singapore and its 16th edition globally, was held at the Sands Expo and Convention Centre – Marina Bay Sands on the 7th of April.

about randstad award singapore

Celebrating its 5th anniversary this year in Singapore and its 16th edition globally, the Randstad Award is presented each year to the most attractive employer in 25 countries across the globe. It is based on the outcome of one of the world’s largest independent survey into employer branding, covering over 200,000 global respondents and 75% of the global economy.

The outcome of the Randstad Award is based on public perception and focuses on three main areas: overall brand awareness, absolute attractiveness and relative attractiveness. This creates a level playing field for all competing companies instead of giving an advantage to large multinationals with higher name recognition than smaller companies. This award is not open for nomination and the results are based solely on the opinions and votes of the local workforce – making it the only award that is truly representing ‘the people’s choice’.

The 75 largest companies are selected in each participating country, usually with more than 1,000 employees. This list is presented to a representative cross section of relevant respondents based on region, age and gender. In Singapore, 5,000 employees and job-seekers between the ages of 18-65 were surveyed. These respondents were asked to identify companies they recognise and indicate if they would like to work for them. This is then followed up with an evaluation of attractiveness factors, such as salary, benefits, work atmosphere and job content, for each of the companies.

about randstad

Randstad is one of the world’s largest recruitment and HR services providers, with Asia Pacific operations in Singapore, Malaysia, Hong Kong SAR, China, Australia and New Zealand. Randstad Singapore specialises in permanent and contract recruitment, placing high calibre mid to senior level professionals in companies across key industry sectors. Since 1993, Randstad Singapore has been shaping the world of work for over 20 years, and continues to help organisations recruit the best talent in accounting & finance, banking and financial services, corporate & secretarial support, engineering, human resources, IT, life sciences and sales & marketing.