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 is deciding to leave for a new company or stay.
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.
| Potential talent in Singapore seek… | Employers in Singapore score best on… | ||
| 1 | Salary & employee benefits | 1 | Financially healthy |
| 2 | Good work-life balance | 2 | Strong management |
| 3 | Pleasant working atmosphere | 3 | Good training |
| 4 | Long-term job security | 4 | Salary & employee benefits |
| 5 | Career progression opportunities | 5 | Career progression opportunities |
| 6 | Financially healthy | 6 | Long-term job security |
| 7 | Strong management | 7 | Interesting job content |
| 8 | Interesting job content | 8 | Pleasant working atmosphere |
| 9 | Good training | 9 | Environmentally & socially aware |
| 10 | Environmentally & socially aware | 10 | Good work-life balance |
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.
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 seventh of April.
