1. The job beats the brand
90% of participants in the Randstad survey first consider the job itself and afterwards where they would do that job. The question of whether an employer is attractive enough therefore comes second. A strong employer brand is not just about the company's image; it is also essential to clearly define the job content. Employers who succeed in linking an inspiring job description to their brand story are significantly more likely to attract talent.
2. Security sells
In uncertain times, stability wins. ‘Softer’ decision criteria such as workplace atmosphere or Corporate Social Responsibility are losing ground to job security and financial stability. Randstad’s top four drivers when choosing an employer say it all:
Talking openly about pay is no luxury. It’s essential. Our campaign for Lidl, tackling negative salary perception head-on, fits this shift perfectly.
3. The gap between promise and reality
There’s a clear mismatch between what people value and what companies communicate. Even if stability leads, work-life balance and atmosphere remain high on the wish list. Yet large companies score surprisingly low on those fronts. That’s a branding problem. Organisations that align culture and policy with what talent genuinely values today will stand out in the competition for talent.
4. Fewer demands, bigger opportunity
There’s good news too. Despite ongoing labour shortages, employees and job seekers are slightly less demanding than before. Expectations are more grounded. That gives employers room to refocus on fundamentals. Show financial stability. Offer solid employment conditions. Build a people-first culture. Do that well, and attraction and retention follow.
5. Content over category
Which industries are seen as attractive? Pharma used to dominate. Today, aviation, media, and IT & consultancy are gaining ground. Sector perception isn’t fixed. Breaking stereotypes and focusing on experience, substance and innovation pays off. Even industries that traditionally lag behind can compete strongly on job content, culture and future opportunities.
Ditch The Default
The data is clear. People want stability, substance and a healthy work environment. And they don’t want it wrapped in slogans. They want to feel it at every step of the candidate journey. At Fantastic, we challenge organisations to move away from predictable employer branding filled with buzzwords and empty promises.
Ditch the default. Build brands that dare to look differently at job content, compensation and culture. Brands that show who they truly are, not who they think they should be. Shouting louder doesn’t attract talent. Being honest does.
Ready to ditch the default?
Let’s talk.
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