For the first time in 10 years of Randstad Singapore’s Employer Brand Research history, ‘work-life balance’ came up first in our 10 years of survey history.

74% of locally-based respondents ranked ‘work-life balance’ and ‘attractive salary & benefits’ as the most important employee value proposition (EVP) they look for in an ideal employer. This is the first time in Randstad Singapore’s 10-year employer brand research history that ‘work-life balance’ is being ranked as the most important EVP factor that Singaporeans seek.

Commissioned by Randstad and independently conducted by Kantar TNS, the Randstad Employer Brand Research explores EVP factors that influence employees and job seekers in their search for a new career.

top 5 employee value propositions in 2021

Ms. Jaya Dass, Managing Director for Randstad Malaysia and Singapore said, “Living in a small city-state when travel borders are closed may result in cabin fever for many Singaporeans. In 2020, more respondents have also reportedly worked longer hours instead of having their working hours or salary reduced. As we continue to work from home amid the pandemic, the line between work and life is blurred as many people still continue to work or reply to non-urgent work messages after hours. While it may take a mindset shift to consciously practise work-life harmony during such times, having HR provisions that define the parameters of remote work could help some employees understand their roles and set guidelines in their lives to strike a better balance.”

top 5 employee value propositions in 2021

Work-life balance
Attractive salary & benefits
Job security
Career progression
Pleasant work atmosphere

female respondents favour remote work and pleasant work atmosphere

78% of female respondents ranked ‘work-life balance’ as their top priority when looking for an ideal employer. In comparison, 69% of male respondents said the same.

Besides work-life balance, female respondents also tend to rate work environment-related EVP factors much higher than men.

here are the four EVPs that registered the widest gap between the two genders:

female respondents male respondents % gap
Work-life balance
Pleasant work atmosphere
Possibility to work from home or remotely

Dass added, “Even though we live in a modern society, many females in Singapore automatically assume the role of motherhood, especially in young families. There have been new HR trends where it has been suggested that organisations work on offering equal benefits to both parents to enable the sharing of childcare responsibilities. Companies that are more experimental could offer more unique benefit packages such as remote work, flexible hours, childcare services and wellness packages to attract more female workers. Alternatively, employers looking to drive diversity and inclusion in their organisation should promote different employee benefits when engaging female and male candidates.” 

more than 1 in 4 gen-Zers and millennials intend to switch employers

Prior to the COVID-19 pandemic, 21% of respondents switched employers. Between July and December of 2020, the number of respondents who switched jobs dropped 8-point to 13%.

The study found that 28% of respondents have plans to switch employers in 2021. Of the four generations in the workforce, millennials are most likely to switch employers (35%), followed by gen-Zers at 28%.

Dass explains, “Since Q4 of 2021, the job market showed positive signs of improvement. Many employees and job seekers are encouraged to seek new employment, particularly those who are working on contract or project-basis. However, many employers are looking beyond basic skills and experience requirements even at the candidate screening stage. Job applicants who have demonstrated proactiveness in upskilling themselves during COVID-19 or have taken on additional work responsibilities to tide the company through last year will be more attractive to hiring managers as their actions indicate good growth potential.”

The research also revealed that 36% of respondents who are afraid of losing their job plan to switch employers in 2021.

randstad singapore employer brand research 2021 report - now available

The 2021 Randstad Employer Brand Research provides employers with a unique opportunity to uncover new insights and validate their assumptions of employees and job seekers. This independent research is the most representative employer brand study in the world, reaching out to more than 190,000 respondents across 34 markets, including 3,003 who are based in Singapore in January 2021.

employer brand report 2021
employer brand report 2021

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