For the third year in a row, “work-life balance” maintains pole position as the top employee value proposition (EVP) driver for talent in Singapore, surpassing “attractive salary and benefits”.
Randstad Singapore’s annual employer brand research shows a year-on-year analysis of how workforce expectations have evolved, guiding employers on how to refine and strengthen their talent strategy in an increasingly complex talent landscape. In 2025, the study surveyed 2522 respondents based in Singapore.
Today’s workforce has a wider set of expectations than ever before, with employees seeking not just fair pay, but also meaningful support and a sense of equity from their organisations. As salary packages and benefits become increasingly competitive, work-life balance is emerging as a key factor that sets employers apart. With flexible work arrangements and alternative income sources now common, companies that prioritise work-life balance are better positioned to attract and retain top talent in a rapidly evolving job market.
top 5 most important EVP factors when thinking about an ideal employer
work-life balance is the main factor affecting how engaged or disengaged employees feel
The survey found that 62% of respondents felt engaged in their current roles, with 49% experiencing higher motivation than in 2024.
However, 18% of respondents said that they felt less engaged in 2025. Furthermore, disengaged workers are also 60% more likely to consider quitting compared to respondents who feel engaged.
In the drive to achieve business goals, the employee experience can sometimes be neglected. Yet, our findings show that creating an environment where employees feel comfortable sharing ideas, have opportunities to learn new skills, and can enjoy meaningful interactions with colleagues is essential for engagement. When these aspects are prioritised, it not only builds a more positive workplace culture but also helps reduce turnover, as employees are less likely to seek better opportunities elsewhere.
2 in 5 respondents said that having a strong work-life balance keeps them motivated and engaged, this is followed by “opportunities for growth, promotion and development” (37%), and “manageable workload” (36%).
While “strong work-life balance” ranks among the top three motivators across all generations, Millennials place the greatest emphasis on it, with 44% identifying it as their primary motivation. Each generation has different priorities, with Gen Z being the most motivated by growth opportunities (37%), and Gen X wanting manageable workloads (42%).
Among the top demotivators, “lack of recognition or appreciation for my work” is the only factor consistently ranked in the top three across all generations. It is cited as the main demotivator by 46% of both Gen Z and Gen X, and 35% of Millennials. On the other hand, the desire for higher salaries and better benefits is the leading push factor for Gen Z (57%) and Millennials (54%).
top 3 factors that motivate singaporean talent in 2025
top 3 factors that disengage singaporean talent in 2025
harnessing the power of AI for talent attraction
AI adoption in Singapore held steady year-on-year, with frequent users increasing by 8% and 7% among Gen Z and Gen X respectively. However, the annual research found that Millennials are stepping away from using AI at work, with only 36% reporting frequent usage, a 7-point decline compared to 2024.
Gen X is the most likely work generation to have never used AI at work before, with 3 in 10 workers (31 %) agreeing with this statement compared to Gen Z (15%) and Millennials (18%).
As AI continues to reshape the workplace, Singaporeans are beginning to see these technologies as valuable partners rather than threats to job security. Our research shows that employees now expect their organisations to provide effective AI training, including practical skills like prompt writing and ethical AI use. Companies that showcase their AI capabilities and commitment to upskilling are likely to stand out to tech-savvy, digital-first talent in a competitive job market.
get your free digital report: 2025 employer brand research report
Randstad - the world’s largest talent company - today revealed its complete findings of the 14th annual Employer Brand Research in Singapore. Conducted by Kantar TNS in January 2025, the study surveyed 170,000 respondents around the world, including 2,522 individuals in Singapore, making it the world’s most comprehensive employer branding research based on general talent perceptions.
The report features more in-depth data about the research that can help organisations and employers shape their employer branding strategies. Fill in the form below for more workforce trend analyses that can help you reshape and boost your talent attraction and retention today.
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